Bill Nussey, CEO of Silverpop and author of "The Quiet Revolution in Email Marketing," has called for marketers to implement simple tactics that will unlock the value of customer relationships.
Speaking to email marketers in his annual address at the company's Advanced Email Strategies Conference in London on October 4th, Nussey urged attendees to think two dimensionally about their lists – not just about the number of email addresses but of the information available about each person on the list.
“Email marketers are sitting on a potential goldmine, but few realise it. And even those who do recognize the value of their lists are having a hard time tapping into it,” Nussey said.
Nussey outlined key areas email marketers should concentrate on, with mapping sales or data from other channels a priority. “Forget 4 percent uplift, or even 40 percent. Marketers can achieve as much as a 400 percent increase in ROI simply by cross- referencing customer information from other channels to your email database.”
For example, adding information about the amount a person spends or the last time a purchase was made can give a program a tremendous boost by allowing for targeting. You could send special reward-oriented campaigns to heavy spenders and re-activation messages to those who haven't made a purchase in several months.
Other tactics recommended included conducting more surveys and polls, lead warming for both BtoB and high-involvement BtoC sales opportunities, using Web analytics and optimisation of landing pages and micro-sites.
"Your email marketing database is probably far more valuable than you realize," Nussey said. "Unlocking the value of the relationships already in place is probably the highest ROI available to marketers today."
Other industry experts presenting during the conference included Nate Elliott, senior analyst with JupiterResearch; Michael Nutley, editor-in-chief of New Media Age; Skip Fidura, email partner at OgilvyOne Worldwide; Dela Quist, CEO of Alchemy Worx; Zania Guy, online marketing manager of Metro International; David Hawdale, chief experience officer, Hawdale Associates; and from Silverpop, Ted Roberts, director of deliverability and ISP relations and Mike Weston, managing director EMEA.
Silverpop, a premier email service provider, supports the online relationship marketing needs of enterprise organizations by delivering the world's most comprehensive array of on-demand Web-based software solutions.
Its software-as-a-service approach makes it easy and affordable for marketers to create, automate and execute lifecycle multi-channel marketing campaigns that are timely, relevant and measurable. Offering highly scalable tools supporting both high-volume BtoC marketing initiatives as well as high-involvement BtoB sales processes, Silverpop delivers a robust solution not available elsewhere in the marketplace.
With offices throughout the United States and in the United Kingdom, Silverpop is the only company that has appeared as one of the top two enterprise-oriented email service providers each of the last three years in JupiterReseach's annual evaluation. Silverpop provides online relationship marketing support to industry leading companies including Fossil, The Bombay Company, British Sky Broadcasting and more.
Best practices and white papers are available at www.silverpop.com
Contact: Ross Furlong at www.furlongpr.com
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