I need some space from this direct email affair

watching us closely on social media and the advertisements we see reflect what they know, or think they know, about us.

It cracks me up that I get online adverts for oversized dresses and face cream. Only one of these do I need; I’ll leave you to work out which it is.

This new bonanza of data means marketers are now moving from straight ‘‘push out’’ to ‘‘nurture’’ emails – where they try and build a relationship with a customer based on some limited knowledge of the person and their past behaviour – to intent-based email.

Intent-based email relies on marketing companies working with other organisations, often through social media and other digital platforms, to work out what you’re interested in and searching for at any given time.

Then boom … they’ve got you tagged. As soon as you show an interest in any particular product or service by searching for articles, events, on webpages or through social media, companies will be coming after you with a finely targeted email.

According to intent-based marketing specialists Socedo, this approach has resulted in its electronic direct mail open rates going from 20 per cent to 29 per cent and click-through rates going from 1 per cent to 3.5 per cent.

Personally, I’m slightly creeped out that so much is known about me, and any company which starts sending me stalky emails will get a sharp ‘‘unsubscribe now’’ response.

The ones I’ve asked for are already overwhelming me. As with a lovesick teenager who keeps coming to the door, the time is quickly coming for us both to move on and part company.

Sue Allen has worked in journalism, communications, marketing and brand management for 15 years.

PHOTO: MURRAY WILSON/FAIRFAX NZ Retail NZ is hoping for tax cuts in Thursday’s Budget to put a bit of sunshine back into consumers’ wallets.

Sue Allen says retailers are doing themselves no favours by emailing their customers too frequently.