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Silverpop CEO Urges Marketers to Mine the Gold in Email Databases
LONDON (Business Wire EON) October 8, 2007 -- He spoke to marketers from throughout England and Europe in his annual address at Silverpop's Advanced Email Strategies Conference in London. Nussey urged attendees to think two dimensionally about their lists - not just about the number of email addresses but also the amount of information available for each person on the list.
"Email marketers are sitting on a potential goldmine, but few realize it. And even those who do recognize the value of their lists are having a hard time tapping into its rich promise," Nussey said.
Nussey outlined key areas email marketers should concentrate on, with mapping sales or data from other channels a priority. "Forget 4 percent uplift, or even 40 percent. Marketers can achieve as much as a 400 percent increase in ROI simply by cross- referencing customer information from other channels to your email database."
For example, adding information about the amount a person spends or the last time a purchase was made can give a program a tremendous boost by allowing for targeting. You could send special reward-oriented campaigns to heavy spenders and re-activation messages to those who haven't made a purchase in several months.
Other tactics recommended included conducting more surveys and polls, lead warming for both BtoB and high-involvement BtoC sales opportunities, using Web analytics and optimizing landing pages and micro-sites.
"Your email marketing database is probably far more valuable than you realize," Nussey said. "Unlocking the value of the relationships already in place is probably the highest return-on-investment available to marketers today."
Other industry experts presenting during the conference included Nate Elliott, senior analyst with JupiterResearch; Michael Nutley, editor-in-chief of New Media Age; Skip Fidura, email partner at OgilvyOne Worldwide; Dela Quist, CEO of Alchemy Worx; Zania Guy, online marketing manager of Metro International; David Hawdale, chief experience officer, Hawdale Associates; and from Silverpop, Ted Roberts, director of deliverability and ISP relations and Mike Weston, managing director.
About Silverpop
Silverpop is a premier email service provider that supports the online relationship marketing needs of enterprise organizations. With its comprehensive array of on-demand Web-based software solutions, it offers highly scalable tools supporting both high-volume BtoC marketing initiatives as well as high-involvement BtoB sales processes.
Recognized by Deloitte as the second-fastest growing technology company in Georgia in 2007, Atlanta-based Silverpop has offices throughout the United States and in the United Kingdom. It is the only company that has appeared as one of the top two enterprise-oriented email service providers each of the last three years in analyst firm JupiterReseach's annual evaluation. Best practices and white papers are available at www.silverpop.com.
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