“Maximizing email”

Quite an interesting read on dmmnews.com: Maximizing email. An excerpt:

  • Predictions:
    • Email brought in $40.56 for every dollar spent in 2011. This year it will bring in $39.40, and by 2016 it will bring in “only” $35.02 (DMA).
    • Email is expected to bring in $1.7 billion in revenue in 2012 and grow 10% annually through 2016, hitting $2.5 billion by 2016. (Forrester)
  • Problems & Challenges:
    • Many email marketers aren’t putting personalization, targeting and dynamic content into their campaigns. The technology has been around for awhile, but the data is not always in place to do it.
    • While email marketing employees may get incentives for building their lists, many times the representatives who are interacting with customers directly are not – lost opportunities in growing lists.
    • Organizing calendars internally across marketing teams to prevent beeing to pushy can be challenging.
    • There’s a lot you could do, but it’s challenging to get the message with the most impact out in a way that fits within a budget.
  • Interesting Practices:
    • Orbitz integrates email with display to match customers to a registration record, and uses previous search and purchase information to target email messages.
    • Freshpair likes to target based on purchase history, but they also use welcome emails to ask preferences to profile and start customizing even before the first purchases.
    • DirecTV plans to use Facebook Connect functionality to their emails that might allow a customer to see what movies her friends have recently recommended.
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