Marketing Sherpa Says Importance of Targeted Email Will Increase During Economic Downturn

Marketing Sherpa put out the 2009 Email Marketing Benchmark Guide today. One of the insights from the report is that email, in a down economy, is the comfort food that direct marketers curl up with next to the fire. That is, retailers will depend on it more than ever. At Istobe, we’re not surprised. Email marketing, after all, is a mature medium where smart retailers can meaningfully personalize content at a low cost.

Some highlights from the Marketing Sherpa report:

Organizations that use email marketing successfully through the downturn will practice segmentation, personalization, and testing. This is pretty much exactly how any direct marketing campaign should be run so this is no surprise. The problem is: how does one do this without a proper tool? Well, that’s why Istobe’s first killer app is built to make targeted email easy.

U.S. companies should consider emailing overseas because of the appeal of American-made products (OK, assuming the products are actually made in the U.S.). For SMBs, this is doubly important because overseas emails will traditionally comprise only a small percentage of the SMB email list, meaning that SMBs who have a higher percentage of their list in overseas emails will be suitably differentiated and face less Inbox competition.

Tags: Email Marketing, Marketing Sherpa, Targeted Email

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This entry was posted on Monday, October 13th, 2008 at 8:55 pm and is filed under Email Marketing, Personalized Marketing, Targeted Email. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.