• January 17, 2002

There is More to E-mail Marketing Than Meets the Eye

In order to effectively utilize the Web for marketing and promotional programs, companies must mix old world strategy with new world technology, according to a recent report by AMR Research.

The study, "Turning Your E-mail Campaigns From Trash to Cash" covers such issues as whether to host or license software through a service provider. Before designing an e-mail marketing campaign, there are many things a company needs to evaluate including vendor selection, technology platforms and creative strategies, according to the study.

The AMR report surveying 50 marketing professionals reveals that targeted campaigns get seven to 12 times the response compared with mass mailings. Plus, marketing campaigns providing informational value are much more likely to draw a reaction than those simply trying to push products onto customers.

Further, email marketing may be cheaper than regular mail but there are still significant upfront fees that should be considered.

For the study, AMR interviewed several experts from e-mail service providers, users of hosted and licensed systems, and marketing experts. The research firm also conducted a Web survey of 50 marketing professionals that focused on their use of e-mail in marketing efforts.

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