Why Some Emails Never Get Read
New Report Provides "How To" Methods for Effective Email Campaigns
STAMFORD, Conn.--(BUSINESS WIRE)--Jan. 28, 2000-- With an estimated 9.4 billion email messages a day criss-crossing the United States, people are struggling to cope with the bombardment of daily emails. On the other hand, businesses, hoping to replace direct mail with the cheaper, quicker, more personal capabilities of email, are struggling to ensure their messages are read and that their online investment is well spent.
How can an email marketing campaign break through the clutter, so that communications are not deleted before they are even opened? To help guide companies through the labyrinth of email opportunities, Peppers and Rogers Group has published its newest research report, One to One Email: How To Implement An Effective One-to-One Email Campaign, sponsored by MessageMedia. This independent report, written by the Stamford-based CRM consulting firm, is designed to help companies understand how to maximize each customer interaction using one-to-one strategies.
''Email marketing is the wave of the future. Fast and cost-effective, email must become an important part of your integrated marketing and media plan,'' says Martha Rogers, Ph.D., founding partner at Peppers and Rogers Group. ''However, while email is a pervasive part of any firm's communications and marketing culture, the right email strategy is key. Emails need to cultivate relationships by creating an open dialog with customers.''
Because of the proliferation of anti-spamming filters to discard unsolicited email, businesses that establish ongoing dialogs with customers and then customize messages to meet their needs will have a competitive advantage. As email communication reaches critical mass, One to One Email provides direction with case studies illustrating best email practices in several industries. It answers questions related to many issues, including:
- What customers want and don't want from email communications
- How to integrate email into the total marketing mix
- How to handle privacy and etiquette issues effectively
- How to reduce response system costs
- How and why to track responses, not just response rates
- How to avoid ''spamming'' customers and prospects
- Tools and techniques to implement a personalized email campaign
Peppers and Rogers Group supports its findings in One to One Email with case studies from enterprises like Charles Schwab and Travelocity, sources such as GartnerGroup for statistical data, and information from technology partners and other technology sources about ERMS.
For a timely look at a subject that corporations must hasten to resolve, One to One Email is a strong affirmation of customer-driven marketing initiatives. One to One Email is available for purchase on February 7, 2000 for $595. To order call Madeleine Szabo at 800-626-8121, ext. 3245 or visit our web page at 1to1.com
About Peppers and Rogers Group
As the undisputed thought leaders in the field of CRM and 1to1 Marketing, Peppers and Rogers Group provides leadership, strategic consulting, executive education, executive search and primary research services to help companies build collaborative relationships with customers.
Don Peppers and Martha Rogers, Ph.D founded the company with Bob Dorf in 1993 shortly after publishing their revolutionary book, The One to One Future. The next book, Enterprise One to One, was published in 1997 and awarded five stars by Wall Street Journal. In 1999, The One to One Fieldbook, co-written with Dorf, the firm's president, was also published to critical acclaim. Most recently, The One to One Manager: Real-World Lessons in Customer Relationship Management, published in October, 1999, reached The New York Times Business Bestseller list less than a month after publication. The One To One Manager is also the first book in a new series of case histories documenting real-world implementation of one-to-one solutions. Coming in Fall 2000 is The One To One Sales Force.
Named to the 1998 Inc. 500 list of fastest growing private firms in the U.S., Peppers and Rogers global client list includes Fortune 200 companies in the automotive, computer, consumer goods, financial services, media, telecommunications, Internet and other industries. Among the company's recent clients are AT&T, American Cancer Society, BellSouth, Hewlett-Packard, Ford Motor Company, Lucent Technologies, Oracle, Prudential Securities, Wolters Kluwer, US WEST, and Xerox.
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Contact:
Peppers and Rogers Group
Kathryn Kavicky, Director of Communications
203/316-5121
E-mail: kkavicky@1to1.com |
