There's a reason, despite repeated predictions, why email marketing isn't dead yet — because it works. Email consistently yields one of the highest returns on investment of any marketing channel, but only when properly executed. Proper execution means keeping on top of the latest trends. So, here are three things to look for:
Mobile adoption of email and social networking use is on the rise, according to a new whitepaper from Merkle titled View from the Digital Inbox 2011. The report surveyed nearly 3,500 online adults, and found that consumer adoption of digital media and mobile technology is accelerating the rate of digital convergence.
Merkle (www.merkleinc.com), the nation’s fastest growing customer relationship marketing (CRM) agency, today published a new whitepaper entitled CRM 2.0: Customer Strategy as a Business Strategy - Creating Sustainable Competitive Advantage in a New Digital World. This latest installment of Merkle’s ongoing Thought Leadership Series details both the challenges and opportunities facing marketers as they struggle to adapt to CRM 2.0 and an increasingly customer-centric business environment.
In Forrester Research’s most recent evaluation of U.S. database marketing service providers (MSPs), Dave Frankland, vice president and principal analyst at Forrester, identified Epsilon, KBM Group, and Targetbase as the vendors with the strongest performance because of their analytical and strategic approach to the business, paired with broad capability and strong delivery.
Merkle, the nation’s largest and fastest growing independent customer relationship marketing (CRM) agency, today released its 2010 Performance Profile highlighting significant growth across the entire business. Merkle reported record total revenue of $254 million for 2010, with the fourth quarter of 2010 being the highest revenue quarter in the company’s history. The company also experienced more than 20% growth over last year in its earnings before interest, taxes, depreciation and amortization (EBITDA). These results showcase Merkle’s continued success as the leading CRM agency in the market, advising clients on how to better direct their customer marketing strategy and actively
Although research suggests email is the preferred method of consumer communications with companies, click-through rates continue to be a problem. The good news? While family and friends' emails are still the most dominant form of emails, permission email grows.
The usual email marketing metrics have long been benchmarked and trended — delivery, open and click rates in particular. Clearly, other metrics make the short list on a lot of marketing managers’ dashboards, too, including conversion rate, unsubscribe rate and click-to-open rate. However, there are three additional metrics that can help further inform the performance of your program on an even more granular level.
Faced with declining response rates, The Hartford (Hartford, Conn.; $24.7 billion in 2009 revenue) wanted its direct mail to deliver more ROI. Working with Columbia, Md.-based database marketing agency Merkle, the company has used customer data to develop a testing and analytics framework to optimize messaging, shoring up its direct-to-consumer efforts.
Company: Merkle, the nation’s largest and fastest growing customer relationship marketing agency
Product/Service: Integrated Social Marketing, a new approach for marketers to optimize how they use social media to attract and engage customers, leverage key influencers, and refine brand positioning
What It Does: Combines social segmentation and social listening to provide marketers with new insights that make it possible to identify key influencers and drive more authentic content to more effectively engage consumers. These social insights are then integrated with direct, email, mobile and website programs to add new intelligence to marketers’ existing programs.
Merkle announced it is introducing Integrated Social Marketing, a new approach for marketers seeking to optimize how they use social media to attract and engage customers, leverage key influencers and refine brand positioning.