Long ago dubbed the 'killer app', email marketing has now reached the height of its potential and is poised to assume its place as the medium of choice for maintaining customer relationships. In fact, despite the threat of spam, marketers are continuing to turn to email marketing initiatives - with impressive results. Email marketing continues to be the most affordable, efficient and personalized way to connect with clients and future prospects.
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Beyond Email:Integrated Online Tools for ManagingThe Customer Relationship Lifecycle
Presented by: Connectus Direct Solutions Inc.
DELIVERING MARKETING INTELLIGENCE"
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Long ago dubbed the 'killer app', email marketing has now reached the height of its potential and is poised to assume its place as the medium of choice for maintaining customer relationships. In fact, despite the threat of spam, marketers are continuing to turn to email marketing initiatives - with It has been a long and impressive results. Email marketing continues to be the most affordable, ef?cient and personalized way to connect with turbulent ride as far as the clients and future prospects. But the threats of spam and deluged inboxes are real. How are smart marketers cutting "evolution of the Internet through the clutter and increasing their response rates? is concerned. While many It's about more than just email companies did not survive Email marketing has changed the marketing industry as we know it. Never before has there been a tool that so effectively the so-called 'dot-com reaches consumers on a one-to-one, personalized basis. The key to its power lies in the ability of marketers to make emails crash', the growth of email both targeted and personal, while offering a tremendous amount of ?exibility. When done correctly, by combining email marketing has proven to with other online marketing tools, online direct marketing can overcome the limitations of traditional direct marketing be unstoppable.methods by offering limitless targeting ability at pennies per email.
While marketers are in agreement about the potential of email marketing, many have become confused by the varying degrees of information in existence regarding its effectiveness, ef?ciency, and even its de?nition. Those late to catch on to email marketing are wondering what they've missed, while experienced e-marketers are endlessly searching for innovative ideas for new campaigns.
As leaders in the ?eld of online direct marketing, Connectus has managed to break through the information overload to provide a framework for managing the customer relationship lifecycle online, which we call Relationship Lifecycle Marketing. The intent of this paper is to provide marketers with the direction they need to optimize their online direct marketing programs, and fully understand the comprehensive solutions available to meet their evolving needs.
Importance of Permission versus Direct Marketing
The term 'spam' has become almost as recognizable as Kleenex and Xerox. Derived from the Monty Python comedy skit in which an overzealous waitress repeatedly serves a customer spam (even though he did not order it), it has become the most signi?cant pet peeve among Internet users. In fact, the continued use of spam in the short term will have a negative impact on the email marketing industry as a whole with respect to effectiveness and perception among customers.
While email marketing continues to enjoy signi?cant success despite the onslaught of spam, the pressure on companies to ensure their audience is receptive to their message willincrease ten-fold over the next few years. We are now at the point where failure to gain marketing permission could actually earn a company an appointment in court, resulting in exposure to potential ?nes, a tarnished reputation and more than a little embarrassment. This means that effective immediately, marketers must
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be knowledgeable of how to best collect, use, disclose and handle personal information to ensure compliance with current regulations.
According to an excerpt from Steve Diorio's book Enterprise Permission Marketing, for permission based email marketing to truly exceed its potential, it is dependent on company-wide buy-in to the permission only process from concept to execution. His book reads: "Because email marketing campaigns trace a course across an organization, they require high levels of enterprise-wide coordination to be effective. Consider the cross-functional journey of an email relationship. A customer may register on a web site for more information on a product or to get something in return for ... [download for more]
