ATLANTA, May 3, 2006 - Speakers at Silverpop's fourth annual Digital Marketer Conference encouraged attendees to put extra effort into adding sophisticated tactics that will raise their campaigns to a higher level.
In the first days' keynote address, David Daniels, research director for JupiterResearch, noted that the majority of email marketers fail to use the channel as an effective, relevant direct marketing tool. JupiterResearch estimates that approximately 24 percent of email marketers conduct broadcast email campaigns. Most marketers (65 percent) implement what JupiterResearch calls quasi-personalized, segmented campaigns. Only the most sophisticated top 11 percent of marketers conduct truly targeted email programs.
Daniels reported on JupiterResearch which shows that appropriately timed and relevant email offers convert intended purchases and deliver a much higher return-on-investment than messages with simple, basic personalization. JupiterResearch found 60 percent of consumers immediately purchased products as the result of receiving an email that contained a product they were already considering.
Bill Nussey, CEO of Silverpop and author of the book "The Quiet Revolution in Email Marketing," divides email marketers into three groups. The first level treats every recipient the same with blast campaigns. The second level breaks recipients into groups, using basic segmentation tactics and limited dynamic content.
"The highest level of email sophistication goes beyond blasting and even beyond segmentation," Nussey said. "Level three email programs treat every recipient as a unique individual using triggered lifecycle campaigns to improve relevance."
Lifecycle targeting works on a timetable set by the customer, not the marketing department, Nussey explained. Campaigns convert prospects through welcome messages and educational materials. Customers are serviced and accounts grown through surveys to better understand individual needs, shopping cart abandonment notices, replenishment reminders, and targeting based on click-stream data.
Both Daniels and Nussey recognized that various roadblocks can impede progress toward creating truly one-to-one email campaigns. First and foremost, targeted email programs take considerable effort.
When JupiterResearch asked marketers why they haven't integrated Web site data into their email campaigns, nearly half (49 percent) cited cost, and 34 percent reported a lack of resources holds them back.
"Yet companies should recognize that relevant, triggered emails deliver three to nine times the revenue of broadcast emails," Nussey said.
Marketers were urged to calculate the value of their email addresses in order to better evaluate which tactics to implement and their potential ROI. Automate campaigns around target behavior and improve the ability to leverage triggered sends. Highly sophisticated marketers that make the extra effort to time their messages around their customers needs, not the marketing calendar, will find the extra effort pays off.
Silverpop is a leading provider of permission-based email marketing solutions, strategy and services, with offices throughout the United States and in the United Kingdom. For the second year in a row, in 2005 JupiterResearch ranked Silverpop as the email service provider with the highest overall value for emailers with lists of over 150,000 recipients. Jupiter's annual evaluation of email service providers said "Silverpop offers one of the most complete email marketing applications, and together with its very usable interface, makes an excellent value for marketers."
Silverpop provides email marketing to industry leading companies including Fossil, The Bombay Company, British Sky Broadcasting, Weather.com, Golfsmith and more. Best practices and white papers are available at www.silverpop.com.