‘Relevance’ tops email marketing most wanted
~ marketers still seeking the Holy Grail for email campaigns ~

91 per cent of marketers aspire to improve the success rates in their email marketing campaigns, according to research from Responsys.

The on-demand email marketing expert questioned over 4,500 sales and marketing professionals in the UK and found that over 86 per cent of respondents intend to employ relevance-based tactics in future campaigns to improve open and read rates for email communications.

Message relevance involves mining customer habits and preferences to create individual messages, promotions and offers, which are then triggered at the correct time in a customer’s lifecycle.

According to Jupiter Research, net profits from relevance-based campaigns have been proven to increase by an average of 18 times more than with other marketing mediums.

The research also highlighted that many marketers feel their ability to create impressive and appealing campaigns is not up to scratch, with only 5 per cent of respondents stating that their use of email marketing as ‘advanced’.

“Marketing communications are continuing to grow in sophistication, but our research proves that there is still a lot to be done; not only to improve the relevance of the messages being transmitted to customers, but also to improve marketers’ fear of email,” said Andrew Burford, VP, EMEA, Responsys. “Increased success rates do not require an improvement in complex skills. What’s needed is a fresh look at the information being used to create the email messages.”

“Relevance is about integrating common sense into the marketing mix. If a marketer can prove that a customer will want to read the message, because it’s about the right things and is delivered at the right time.”

(279 words)

NOTES TO EDITORS

About Responsys (www.responsys.com)
Responsys is a premier provider of on-demand email and lifecycle marketing solutions. The company provides an easy-to-use solution for planning and executing timely and relevant permission-based campaigns delivered at precise moments in the customer’s lifecycle, allowing companies to drive the highest value to their customers and greatest profitability to their organisation.

Responsys is trusted by market category leaders such as: Avery Dennison, Avis Europe, CDW, Continental Airlines, Intrawest Corporation, Lands’ End, Office Depot and PETCO. Responsys, the world’s largest private and profitable email service provider, is based in Redwood City, California, with offices in London, New York, Chicago, and Portland, Oregon.

Responsys®, Responsys Interact®, Individualised Lifecycle Marketing™ and Engage at Every Stage™ are trademarks of Responsys Inc. All other trademarks and registered trademarks are the properties of their respective owners.

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Published on: 12:00AM on 26th January 2006