Trends Report

The ROI Of Email Relevance, 2009

New Rules To Improve The Bottom Line

September 16th, 2009
David Daniels
With contributors:
Peter Sargent , Carlton Doty , Angie Polanco


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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