Experian Marketing Services is a company that provides information, analytical tools and marketing services to businesses who want to target different consumer segments. They’ve been around for quite some time and are considered one of the better, more established companies of their kind on the planet.

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A recent report provided by Experian called the 2009 Digital Marketer: Benchmark and Trend Report provides a great deal of data and information that would be useful for marketers of all stripes.

One section of the report focuses on email marketing. For the full report, just click on the link above. For a quick summary of the key email findings, read on:

• In 2008, marketers turned to email to boost revenue by increasing the frequency of the email campaigns.
• Retailers that increased email frequency as a defensive strategy to counter the competition have seen a general increase in transaction rates per subscriber, indicating that the increased frequency was successful in capturing market share.
• Even with dramatic frequency increases, performance decreases were minimal, as the adoption of life-cycle programs, triggers and remarketing techniques became more common.
• Interestingly, the most popular days of the week for email during the 2008 holiday season were Monday and Friday, as companies took advantage of weekend promotions to motivate holiday and gift purchases.

The Bottom Line for You:

As stated on several occasions by the 60 Second Marketer, even thought Social Media is the big, hot topic right now, it’s important not to forget some of the fundamental tools in the tool box.

Email marketing is still one of the best ways to stay connected with your customers. Best of all, there is a decade’s worth of case studies and best practices with email, so you’re not trying something for the first time, the way you would be with Social Media.

Don’t ignore Twitter, LinkedIn, Facebook and YouTube — they can be effective tools. We’re just reminding you not to forget about email, direct mail, print, radio, TV and other forms of traditional marketing.

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Posted by Jamie Turner, Chief Content Officer of the 60 Second Marketer, the online magazine of BKV Digital and Direct Response. Jamie is also the co-author of How to Make Money with Social Media.

Tuesday, June 16th, 2009, 9:58 am   |   Email marketing  |  RSS feed |  Respond  |  Trackback