Michael Leander speaks to Genevieve Yeep in Singapore, a Singaporean with a significant amount of local experience (6 years) in the email marketing arena specifically with high-tech blue chip organisations like Apple, IBM & Netscape.
Most recently Genevieve was responsible for online marketing including the email channel for Sun Microsystems Asia Pacific. Genevieve talks about the pressing need for companies not to see email as a stand-alone channel and discusses the Asian philosophy to email marketing as she says “Buy a list, Send, Pray”.
She talks about the fact that companies in the Asia Pacific are finally “wising up to now.. is (getting) a good permission database”. Genevieve believes that one of the two most pressing challenges for email marketing in the APAC region is “getting their data in order and building permission based lists”. Michael Leander and Genevieve agree that to enable a comprehensive email strategy the companies must not focus so much on “buying off the shelf lists” for the generation of new business but to look at their current CRM and integrating this with their email marketing to capitalise on marketing opportunities with current customers.
It would seem that opt-in list building and including these opportunities on-site is also an area Asian Pacific countries need to look at in an effort to improve their email performance. It is great to hear the talk of the benefits afforded to the business as a result of improving email practice. Whilst issues such as responsibility, best practice and COI opt-in were not specifically discussed, the overtones were their throughout the interview: Permission will result in improved results from email marketing efforts.
Very relaxed together, having already had a couple of hours chatting about marketing automation and email marketing prior to the interview certainly helped create for a very easy to watch video.
Want Know More About Genevieve?
LinkedIn Profile: http://sg.linkedin.com/in/genevieveyeep
Elance Profile: http://www.elance.com/s/genyeep
Want to know more about Michael Leander?
@michaelleander on Twitter: http://twitter.com/michaelleander
Web: www.michaelleander.com
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