Importance of Email Marketing
June 7th, 2007 | Marilou BarsamMelissa recently spoke about the importance of a specialist focused on email marketing. Forrester Research survey found that 83% of marketers used e-mail — more than those who used search, behavioral targeting, rich media display ads or any other interactive format. Over and over again, we see that email marketing is a cost-effective way to acquire new customers and retain and build brand loyalty. Email marketing can create a relationship between the reader and your company. At TechTarget, we have seen that by segmenting email messages to a target audience; you will receive a higher return on investment. Doubleclick’s 2004 Consumer Email Study states that segmentation delivers on average a 7x increase in open rate and a 14x increase in click through rate.
How is your company effectively using email?
June 15th, 2007 at 3:42 pm
What does the “14x increase” in click through rate mean? What if a prospect is successfully directed to the manufacturer’s website and then abandons it, is that considered successful? From most of the sites I’ve been reading there seems to be a big focus on getting prospects (leads) TO a site; very little focus on what happens when they get there.
I am new to internet marketing so I hope my question isn’t too basic.