September 16, 2009
The ROI Of Email Relevance, 2009
New Rules To Improve The Bottom Line
with Carlton A. Doty, Peter Sargent, Angie Polanco
Executive Summary (This is a document excerpt)
Email marketer expectations and sophistication are increasing. Forrester's Q1 survey of 104 email marketers found that the number of email marketers using click-through data as a segmentation attribute grew to 51%, its highest level ever. Yet, the survey revealed that other proven tactics including testing, Web site behavioral integration, and the use of social targeting tactics within email remain low. Email marketers who employ segmentation strategies including the use of Web site behavior as well as humanizing offers with product review content and data are four to six times more effective than those marketers who blast the same message to every subscriber.
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Recommendations
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