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Effective E-mail Marketing

Published by: Jupiter Research Corporation

Published: Jan. 6, 2005 - 24 Pages


Table of Contents


1 - Executive Summary
2 - Landscape - Most E-mail Marketers Fail to Embrace Sophisticated Tactics
3 - Outlook - Success with E-mail Marketing Relies on Testing
4 - Mandate - Increased E-mail Marketing Sophistication Will Drive Higher Response Rates
5 - Case Study - Sallie Mae Finds Value in Testing
6 - Case Study - Petco Uses Testing and Automation to Improve Campaign Results
7 - Report Methodology


Abstract

E-mail marketers generally fail to use sophisticated segmentation, personalization, and message-frequency techniques, and about 40 percent of marketers employ e-mail testing strategies on a regular basis. Marketers using testing and other sophisticated tactics are almost twice as likely to attain conversion rates of more than three percent, compared with marketers that do not. A direct correlation exists between performance and campaign targeting and timing.


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