An email blast is a thing of the past. Marketers must embrace today’s marketing requirements that involve a shift away from generic email marketing, and a move to dynamic, personalized messaging that will engage customers and boost results. Email provides marketers with an easy, low-cost opportunity to connect with consumers, yet this channel can often cause a rift in the customer relationship if not targeted toward individual behaviors and needs. While email lends itself to frequent conversations, irrelevant messaging undermines the potential for dialogue by alienating the customers before they fully engage.
Conversational marketing technology provider Neolane, Inc. today announced it was rated as a "strong leader" in the large enterprise sector according to a new Raab Associates study. The vendor-neutral "B2B Marketing Automation Vendor Selection Tool" (VEST) also recognized Neolane as a leader for mid-size businesses.
E-mail clickthroughs can be like hubs on bicycle wheels. A lot is going on around them and needs to connect through them in order to deliver its rider to a destination. So direct marketers believe optimizing e-mail clickthrough rates will help them reach their goals of higher sales.