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.”
With established expertise in creating highly targeted customer e-mail communications, e-Dialog now provides the capabilities for brands to meet consumer expectations for relevance in the channel of their choice. The company acquired M3 Mobile and database marketing solutions provider MBS earlier this year, and it has an exclusive partnership in place with social media management systems supplier Spredfast.
Established in 1997, e-Dialog empowers marketers to meaningfully connect with customers by engaging in relevant conversations through e-mail, mobile devices, social networks, e-commerce and at the point of sale. e-Dialog’s technology and services give marketers direct access to timely customer insight that drives targeted and opportunity-rich consumer dialogs. With e-Dialog, marketers quickly transform conversations into conversions and evolve customer relationships from the newly acquired to the highly engaged.
Consistently recognized by top analyst firms for both outstanding service and first-class technology, e-Dialog is a global provider to some of the world’s most recognized brands, including AirTran Airways, Avis Budget Group, Boots, British Airways, CVS/pharmacy, Nintendo, the NFL, PETCO, and The TJX Companies. With offices in Boston, London, New York, Seattle and Singapore, e-Dialog is a wholly owned subsidiary of GSI Commerce Inc. (Nasdaq: GSIC). For more information, visit http://www.e-dialog.com