ATLANTA, May 23, 2005 - As more companies increase their use of email marketing to solidify customer relationships and drive revenues, industry experts predict even stiffer competition for increasingly precious inbox space.
A two-day conference presented by Silverpop, a leading provider of comprehensive email marketing solutions, brought industry experts and marketers from U.S. and U.K. companies to share new trends and best practices. Attendees left the conference with new ideas for improved customer communications practices proven to boost email response rates and grow revenue.
"Research clearly shows that appropriately timed and relevant email offers can drive revenue," said keynoter David Daniels, research director for JupiterResearch. "And yet, in conflict with their revenue goals, offer-oriented marketers are largely dismissing relevancy issues in their email campaigns."
Daniels pointed to findings showing that, on average, lifecycle email campaigns generate five times more revenue than broadcast mailings, and triggered campaigns improve net profits by seven times.
"It's easy to see why businesses want to be online," said Bill Nussey, CEO of Silverpop. "Email marketing can be tremendously effective. But to be really successful and achieve high ROIs, marketers must begin to follow new rules on how they build and manage their lists, target customers and measure campaign effectiveness."
Other presentations held during the two-day conference gave attendees advice on how to capture customer preferences and ensure consistent management of campaigns across business lines, detailed one company's "go-to-market" process with its B-to-B email campaign, explained segmentation methods that cut down the number of emails while improving response rates, and revealed factors that influence user behavior.
"The landscape of email marketing shifts on nearly a daily basis, making it daunting to maintain your balance," Nussey said. "Sharing best practices in a forum like this really helps improve how email marketing gets done."
Silverpop is a leading provider of permission-based email marketing solutions, strategy and services. Ranked as having the highest business value and richest feature set by JupiterResearch in 2004, Silverpop was also acknowledged by research company Forrester as a "strong performer" that "stands out with an interface that is quite easy to use while providing strong functionality." Silverpop helps marketers cultivate and maintain long-term strategic relationships with customers and partners by maximizing the potential of email as a relationship tool. Its flexible service model allows marketers to choose from full service or ASP and easily move between the two, making it an ideal solution for marketers at any stage of using email. Silverpop provides email marketing to industry leading companies including The Bombay Company, British Sky Broadcasting, Weather.com and more.