Business Development Director at e-Dialog
17 August 2006 17:57pm
Principal E-mail Service Provider Reveals Valuable Insight in E-consultancy Report
and LEXINGTON, Mass., August 17, 2006 – E-consultancy, in its 2006 Email Marketing Platforms Buyer’s Guide (July 2006), highlights several key market trends about which e-Dialog’s Simone Barratt offers a lot of important insight, particularly concerning the strategic use of e-mail marketing.
The report cites that marketers are increasingly recognising the ROI potential of e-mail and that it should be an essential part of the overall marketing mix. There is also greater sophistication in terms of integrating e-mail with complementary communications channels, such as RSS and mobile.
According to e-Dialog’s UK managing director Simone Barratt: “Increasingly, marketers are realising that e-mail does not exist in a vacuum. Nor should direct mail, transactional e-mail, online or offline advertising, viral marketing or any other marketing vehicle such as RSS or mobile.
“With more and more customer data coming online, e-mail has the strength to be used as a gateway to all customer interactions. The expertise, technology and services are evolving to allow marketers to leverage e-mail as part of real-time, multi-channel lifecycle communications that engage consumers with the right message at the right time to the right person,” she continues.
Regarding the market’s weaknesses, one of the key issues the report highlights is that companies are often unable to exploit the full potential of strategic e-mail because they are not sufficiently organized or streamlined internally.
“The quality of e-mail communications is often hindered by the lack of alignment between internal stakeholders. Companies need to create synergy among their various departments, especially database management and marketing, and empower them to work together to create the resources and assets that will enable more sophisticated and consumer-focused e-mail marketing,” states Barratt in the report.
Established in 1997, e-Dialog is a proven provider of precision e-marketing solutions with deep-rooted strengths in e-mail and database marketing. Market-leading organisations, including Boots, British Airways, Hewlett Packard, the Royal Bank of Scotland group of companies, Tesco, RCI, American Eagle Outfitters, Avis, BMG Music Service, the NFL, Reuters andThe TJX Companies, rely on e-Dialog to maximise long-term customer value with contextually targeted communications. Through a unique combination of marketing intelligence and precise relevance technology, e-Dialog enables some of the world’s most recognized brands to enhance permission-based e-mail marketing efforts through fully integrated, cross-channel communications, including dynamically printed direct mail, RSS and mobile messaging.
JupiterResearch ranked e-Dialog the leading e-mail marketing provider among service-oriented ESPs in 2005 based on its value and market suitability, highlighting its account servicing, strategic and creative input, and campaign management and analytics applications. e-Dialog is a privately-held company with offices in London, Boston, New York and Seattle.
For more information, visit www.e-dialog.com or contact Peter Duffy at +44 (0) 20 7659 2716 or Arthur Sweetser at +1 (781) 372-3353.
Partner at Keynet
18 August 2006 09:06am
This is interesting but, with respect, a bit 'old hat'. The idea of integrating your email communications with other messaging mediums went the rounds a few years ago but is of course still valid.
What we are finding today is that our clients are looking to integrate their email activity with other solutions that they use such as CRM and Web Analytics so that they can build a more complete picture of their customers and understand their behaviour and activity profile. This way they ensure that they receive the information they want, when they want it and in the way they asked for it. Over 30% of our clients integrate their ExactTarget solution with systems such as salesforce.com and WebTrends through our API adding weight to the fact that they have recognised the value of understanding their client needs as much as possible.
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