16.08.2005 13:58:00
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JupiterResearch Finds Targeted Email Marketing Campaigns Can Generate Nine Times More Revenue Than Broadcast Mailings
"Spam and the cluttered inbox have not killed the email medium formarketers," said David Daniels, research director at JupiterResearch."With a clear messaging strategy that is built off of a lifecyclerelationship driven approach, there is still tremendous value that canbe derived from email," added Daniels.
To date, however, few marketers are sending highly contextuallytargeted email campaigns; most are utilizing broadcast and basicpersonalization tactics that do little to make these marketingmessages highly relevant. According to Daniels, "the failure of CRMsystems to centralize all customer insights haunts email marketing andin many respects relegates it to a second class medium. Because thelack of integrated customer data is the top challenge for largemarketers, these data deficiencies bind many of them to relativelysimplistic targeting tactics."
The JupiterResearch report also addresses the following emergingtrends and tactics that marketers should begin to incorporate to theirpractices:
-- When asked about promotional email's influence on their purchasing decisions, 60% of consumers who made immediate purchases from email did so because the email contained products they were already considering, underscoring the need to catch the customer at the right time with the correct offer.
-- Adopting a lifecycle approach requires additional up-front work and ongoing creative development, but these repeatable campaigns can be set up once and then largely leveraged with little or no impact on staffing.
-- Marketers must be realistic in setting performance goals because many targeted campaigns (e.g., life cycle, clickstream) require not only data integration, but also the appropriate amount of data for a meaningful segment of customers.
-- The proliferation of integrated email marketing and Web analytics tools will drive Web analytics growth and fuel ESP (Email Service Provider) consolidation.
The complete findings of this report are immediately available toJupiterResearch clients online. For additional information on thereport or JupiterResearch's Marketing Operations research servicevisit www.jupiterresearch.com or contact Kieran Kelly, Vice Presidentof Global Sales and Client Service, at 1-800-481-1212 orresearchsales@jupitermedia.com.
About Jupitermedia Corporation
Jupitermedia Corporation (Nasdaq: JUPM), (www.jupitermedia.com)headquartered in Darien, CT, is a leading global provider of originalinformation, images, research and events for information technology,business and creative professionals. Jupitermedia includesJupiterImages, one of the leading images companies in the world withover 7.0 million images online serving creative professionals withbrands like Brand X, FoodPix, Botanica, Nonstock, Comstock Images,Creatas Images, PictureQuest, Liquid Library, Thinkstock Images,Thinkstock Footage, Goodshoot Images, Photos.com, HemeraImages.com,Ablestock.com, PhotoObjects.net, Clipart.com and Animations.com; andJupiterWeb, the online media division of Jupitermedia which operatesfour distinct online networks: internet.com and EarthWeb.com for ITand business professionals; DevX.com for developers; and Graphics.comfor creative professionals. JupiterWeb properties include more than160 Web sites and over 150 e-mail newsletters that are viewed by over20 million users and generate over 290 million page views monthly.Jupitermedia also includes: JupiterResearch, a leading internationalresearch advisory organization specializing in business and technologymarket research in 18 business areas and 14 vertical markets.
"Safe Harbor" Statement under the Private Securities LitigationReform Act of 1995: Statements in this press release which are nothistorical facts are "forward-looking statements" that are madepursuant to the safe harbor provisions of the Private SecuritiesLitigation Reform Act of 1995. Such forward-looking statements involverisks and uncertainties that could cause actual results to differmaterially from those described in the forward-looking statements. Thepotential risks and uncertainties address a variety of subjectsincluding, for example, the competitive environment in whichJupitermedia competes; the unpredictability of Jupitermedia's futurerevenues, expenses, cash flows and stock price; Jupitermedia's abilityto integrate acquired businesses, products and personnel into itsexisting businesses; Jupitermedia's dependence on a limited number ofadvertisers; and Jupitermedia's ability to protect its intellectualproperty. For a more detailed discussion of such risks anduncertainties, refer to Jupitermedia's reports filed with theSecurities and Exchange Commission pursuant to the Securities ExchangeAct of 1934. The forward-looking statements included herein are madeas of the date of this press release, and Jupitermedia assumes noobligation to update the forward-looking statements after the datehereof.
All current JupiterResearch press releases can be found on theWorld Wide Web athttp://www.jupiterresearch.com/bin/item.pl/press:releases/
All current Jupitermedia Corporation press releases can be foundon the World Wide Web athttp://www.jupitermedia.com/corporate/press.html
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