Personalised software targeted directly at customers
will make email and internet marketing more effective, says US
academic Page Duffy.
"With personalised internet marketing, every response and
transaction can be measured - from customer and lead
acquisition to customer satisfaction," said Duffy, speaking at
the Emarketing for the Internet Age seminar in London
Email remains crucial for online campaigns because it's the
only push technology firms can use, according to Duffy, of
Boston's Northeastern University.
"Everything else on the internet is pull. The only way to
stay in touch with customers after they have opted in, is by
email. Web marketing will only expand as the pipelines to
target audiences get wider."
Electronic marketing tools application service provider
Marketfirst, sponsor of the event, claims internet service
provider Verizon and GE Plastics have increased response rates
with targeted emails.
Verizon was losing 30 per cent of its customers after a
free month's trial offer of its services, but cut this by half
in 30 days. It introduced a personalised email on a weekly
basis for the offer month, containing hints for new
subscribers, says Marketfirst.
GE Plastics, with a UK-hosted system, saw increased
response rates of between 30 and 40 per cent.
Almost nine out of 10 retailers use email marketing, and
find it more effective than methods such as banner and print
advertising, says Forrester Research.
"Email's efficiency will plant customer retention at the
centre of the marketing universe," said Jim Nail, senior
analyst at Forrester, which studied European retailers.
"The technologies that allow email personalisation will
transform marketing's perspective from viewing customers as
targets, to valuing them as resources to be nurtured," he
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