For Interactive Marketing Professionals

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	September 16, 2009 The ROI Of Email Relevance, 2009 New Rules To Improve The Bottom Line by David Daniels with Carlton A. Doty, Peter Sargent, Angie Polanco	Average: 7  (1 rating)

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Executive Summary

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.

TABLE OF CONTENTS

• Increased Marketing Clutter Raises The Table Stakes For Email Marketers
• Email Marketing Sophistication Is Growing But Not Enough
• Five Tools That Drive Email Relevance
• The ROI Of Email Relevance

RECOMMENDATIONS

• Adopt The New Rules Of Relevance To Drive Email Marketing Effectiveness
• Related Research Documents

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