e-Dialog’s Relevance Trajectory Helps Marketers Drive Targeted Customer Conversations Across Multiple Channels
BURLINGTON, Mass., Jan. 25, 2011 – e-Dialog, a proven provider of advanced e-mail and multichannel marketing solutions within the GSI Commerce (Nasdaq: GSIC) Marketing Services division, today announced it has released version two of the Relevance Trajectory: A Guide to Understanding, Measuring, and Improving Message Relevance. The methodology enables marketers to expand the power of relevant e-mail marketing across multiple channels, in particular mobile devices and social media, to drive continuous customer engagement.
The new Relevance Trajectory white paper defines message relevance, explains how to apply it to communications in multiple channels, and provides a step-by-step process for improving it in order to advance campaign productivity. It is available now for download at http://www.e-dialog.com/resource_papers.html
Based on a recent consumer survey, Consumer Insight on E-mail Relevance, e-Dialog has released the second edition of this guide to reflect the popularity of SMS messaging, the meteoric rise of social media, and consumer sensitivity to message frequency. The whitepaper also includes pertinent research statistics, several case examples, and a detailed scoresheet for benchmarking programs.
“For the past three years e-Dialog clients have been regularly exposed to the Relevance Trajectory methodology and have found that campaigns that incorporate more factors of relevance strongly outperform their less customized counterparts on every response metric,” commented John Rizzi, president and CEO of e-Dialog. “In fact, gains have been so meaningful that some clients have adopted the framework as a standard performance metric and a way to prioritize multiple marketing campaigns.”
Based on quarterly reporting of its clients’ programs, e-Dialog has found that of the six relevance factors, segmentation and personalization are driving the strongest lift for clients. The National Hockey League’s Ticket On-Sale Campaign is an award-winning case of segmentation, while Morton’s The Steakhouse uses personalization across e-mail and social media channels. Patty Pleuss, vice president of marketing and sales for Morton’s The Steakhouse comments,
“e-Dialog’s methodology fills a crucial strategic need for us, pushing us to improve our sophistication and message relevance to succeed.”