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Measuring trends 'can boost email marketing'
Category: Email Marketing
Email marketers who make good use of software to track trends in the behaviour of recipients may be more likely to hit upon a successful marketing formula.
This is according to David Baker of Email Insider, who said that those looking for the "right time" to send out an email marketing message would do well to find patterns in the way in which customers respond to their emails.
He noted that valuable sources of data can include the time at which emails are opened and the delay between the email being read and a response.
However, Mr Baker added: "But if you can't get such factors as site visit depth, duration on site [and] how many visits to site from first email to last, and isolate them to a subset of high-value and high-invest segments, it's meaningless in mass."
A recent report from the Direct Marketing Association suggested that email marketing was the fastest expanding marketing channel last year, with expenditure on the medium rising by 19 per cent over the course of 2007, Precision Marketing reports.
http://www.digitalresponsemedia.com/news-1-email-marketing-news/
measuring-trends-can-boost-email-marketing-214.aspx
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