With 2005 behind us, it’s time to dust off Datran Media’s crystal ball and see what 2006 has in store for the email marketing industry.

2006 will be the biggest year for online marketing with a significant increase in email commerce.  As more consumers go online and continue to adopt email as their primary tool, we will see increased competition for email marketers. Those who truly understand the nuances of email marketing will move ahead, serving the largest and most successful clients, while driving relevance to the end consumer.

1.  There will be a shift away from disparate email marketing campaigns to a more comprehensive approach to customer management.  We all know it is 5x more expensive to acquire a new customer as it is to retain an existing one, so smart marketers will utilize email to extend the lifetime value of their existing customer base through integrated retention, loyalty and cross-marketing programs. 

2.  Additionally, Marketers will finally approach online CRM from a strategic point of view – making decisions based on what is strategically required and not technologically possible.  The need to integrate online and offline communication will still be a challenge (i.e. managing multi-touch point campaigns) making it necessary for companies to integrate their offline and online marketing efforts.  Also, there is a clear trend that companies are looking for a means to leverage customer data and increase their internal CRM communications via targeted email campaigns.

3.  As more and more marketers look to quantify their marketing in terms of ROT, we will continue to see an increase in performance-based marketing programs.

4.  As customers evolve from one-time buyers to loyal shoppers, Blue Chip advertisers will increasingly incorporate email marketing into their overall media mix.  These advertisers will begin to utilize email as a branding medium for lifting brand awareness and purchase intent through highly targeted, value-driven campaigns.  Stay tuned for the results of the recent Insight Express study:  Email Marketing’s Impact on Brand Awareness and Purchase Intent.

5.  Finally  2006 will be the year of Consumer Value through Increased Relevance. More than ever before, email marketers will be driven by the timeless direct marketing objective:  Deliver the right promotion to the right consumer at the right time. Datran Media believes in delivering increased relevance and consumer value and will continue to stay ahead of all the latest trends and technologies to offer you the most comprehensive email marketing solutions in the world.

To learn more, contact us at 212.706.9781 or visit datranmedia.com

NEWSBYTE

According to a recent article published by the Wall Street Journal, retailers are crediting email marketing with being the most immediate, versatile and one of the cheapest forms of advertising. The article, penned by Ellen Byron, focuses on the positive financial rewards of using email as a marketing tool. For example, the article looks at how traditional advertisers like the Gap, Neiman Marcus, and Nordstrom use email to market at the level of the individual shopper, sending customized pitches that target a consumer’s specific shopping preferences.

With the growth of high-speed Internet access, retailers have been able to reach more consumers with engaging messages that incorporate extravagant images and personalized content. The results have been nothing short of positive. According to a Forrester Research study of 137 online retailers, on average, consumers open emails at a rate of about 33%, the click-through rate is 11%, and the average order rate is 4.3%.

In addition to the overall effectiveness of email marketing, WSJ reports that marketers credit email for the ability to market economically while delivering a customizable and intimate marketing message.

Ask a Datran Media Expert

Have a question about how to get the most out of your email marketing campaign? Ask one of our experts to gain the knowledge you need to achieve the highest ROI for your brand.

The Outperformance Marketing Review will publish your questions with expert tips and advice in each issue.

Send your questions to askanexpert@datranmedia.com