Yesterday, ExactTarget and the Email Experience Council hosted a webinar on “Accelerating Marketing ROI.” (Download PDFs of the webinar slides in the EEC’s Whitepaper Room.) Here are just a few of the great insights and learnings from the event:
Email’s Place in the Marketing Mix
>>Joel Book, ExactTarget’s director of emarketing education, said that while websites have become the center of marketing strategies, websites don’t do a good job of converting. Email converts much more effectively. He quoted a Web-Smart CMO Report as saying that 56% of respondents said their website was or would soon become the center of their marketing strategy, and quoted a WebTrends study as saying that 98% of website visitors do not convert.
>>Email is very effective at retaining customers, said Book, and small increases in retention can lead to big increases in profits.
>>Jeanniey Mullen, the executive chairwoman of the EEC and an executive director and senior partner, global email marketing and digital dialogue services at OgilvyOne Worldwide, said there’s an Ogilvy client that has seen that customers who have shared their email address spent 2–3 times those that didn’t.
>>“The most underused form of email is the transactional email,” said Mullen. “A transactional email is the most highly read email.” Transactional emails are especially valuable when the customer has not signed up for your newsletter.
Email and Customer Service
>>Email is increasingly being used to reduce the cost of call centers, said Mullen. Book added that one ExactTarget customer pays approximately $8 per call. “That’s why we’re seeing email used not only for sales but for [customer] service as well,” he said.
The 7 Habits of Highly Effective Email Marketers
>>This portion of the webinar was based in part on ExactTarget’s “Email Marketing Power Trends” whitepaper. View a PDF of this report.
>>Regarding search, Book said: “Search is the most effective way to drive traffic to websites.” He went on to say that search is one of the legs in the 3-legged stool, explaining that search is No. 1 for traffic generation, websites are No. 1 in engagement, and email is No. 1 in dialogue.
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