Your Annual Email Audit in a Box

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Relevance: the Most Important Target

Now that we have addressed many of the things that can elevate your email marketing, we turn to Bill Nussey of Silverpop to provide his advice on what every email marketer should be striving to achieve this year:

While I hate to beat the proverbial dead horse, relevance is still a strategy all marketers must focus on in the coming year. If you haven't already done so, read JupiterResearch's report, The ROI of Email Relevance. It shows with distinctive clarity the importance of relevance in boosting revenue and improving net profits.

Simply put, relevance equals results. Studies have found that six out 10 consumers make purchases as a result of receiving emails featuring products they were already considering. But JupiterResearch reports that only one out of three promotional email marketers places relevance among their top-three goals.

In 2006, make relevance your number one goal. It will move the needle on other important metrics. For example, the Jupiter report found that highly relevant life cycle tactics are twice as likely to deliver conversion rates of more than five percent compared to static, offer-oriented campaigns. And using web analytics to improve email campaign relevancy improves revenue a whopping nine times more than broadcast mailings.

Bill Nussey is the president and CEO of Silverpop. Under his leadership, Silverpop helps marketers cultivate and maintain long-term strategic relationships with customers by maximizing the potential of email as a relationship tool. The company differentiates itself through strong technology, strategic services and the industry's most flexible service model. In late 2004, JupiterResearch ranked Silverpop #1 in nearly every category of its annual review of email service providers.