Did you know your customers now spend more time reading and sending email than watching TV? Yeah, it's prime time. Plus, the email channel remains the only mass media channel that enables you to engage in one-to-one marketing while reaching your audience at work, at home, and while they are mobile. Now, pay attention to these strategies and tactics to minimize risks and maximize returns from your email initiatives.
Follow this advice and you'll be a hero overnight (well, perhaps not overnight, but definitely this fiscal year) and enjoy ROI each step of the way.
A single email can make or break a valuable customer relationship. So why are 89 percent of marketers today still sending low-value, one-off broadcast email campaigns? Take the time this year to strategically plan and execute high-value individual lifecycle marketing programs; timely and relevant one-to-one dynamic email dialogs driven by your customers and supported by your multi-channel push and pull strategy. Despite the extra costs, engaging your audiences in more relevant communications increases net profits by an average of 18 times more than broadcast mailings. Email is a profit center, not an expense. Don't delay; each time you send irrelevant emails to your prospects and customers is another missed opportunity to collect the revenues your competitors are leaving on the table. For ammo to build a business case to take your email program to the next level, download this free JupiterResearch report, "The ROI of E-mail Relevance".
Author Notes:Barry Stamos is the Senior Director of Strategy for Responsys, the world's largest private and profitable provider of on-demand email and lifecycle marketing solutions for leading brands such as Continental Airlines, Forrester Research, Lands' End, Office Depot, Salesforce.com and The Sharper Image. Stamos excels in helping marketers design, automate, and optimize Individualized Lifecycle Marketing™ programs for superior ROI.
Formerly the Chief Strategist with INBOX Marketing, a strategic email marketing services firm, Stamos earned the reputation of "the email expert" by maintaining an impressive track record consulting more than 50 clients, agencies, and email service vendors. Stamos has led multi-million dollar CRM initiatives for Fortune 500 and Global 2000 companies. He has also served as the Director of Strategy with Arthur Andersen Private Client Services and has worked in London for the American Chamber of Commerce and the U.S. Embassy. Stamos is a recognized thought leader, industry expert, sought-out speaker and prolific author, quoted in numerous media outlets and industry publications.