Few marketers rank relevance as a top-three e-mail marketing goal, even though it drives 60 percent of consumers who make immediate e-mail purchases. Tactics that improve relevance (e.g., life cycle marketing, behavioral targeting, triggering) deliver substantially higher improvements in revenue and net profits than do broadcast mailings.
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- 1 - Executive Summary
- 2 - Landscape - Only One-third of Offer-Oriented Marketers Focus on Relevance
- 3 - Outlook - Stagnating Campaign Results and Vendor Integration Fuel Adoption of Targeting Tactics
- 4 - Mandate - Relevance Overwhelmingly Outperforms Broadcast Mailings, Boosting Revenue and Net Profit Improvements
- 5 - Case Study - Schwab Uses Triggered Closing Summaries to Improve Relevance and Customer Profit
- 6 - Case Study - Wells Fargo Uses Life Cycle Messages to Improve E-mail Conversion
- 7 - Case Study - Harvard Business School Publishing Uses Sequenced Messaging to Launch Newsletter
- 8 - Report Methodology
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