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E-Mail and Word-of-Mouth: Connect with Your Best Customers
eMarketer, Oct 2006, Pages: 28
The ubiquity of e-mail, among marketers and Internet users, has created a take-it-for-granted attitude that detracts from its actual power. But with a 90% penetration rate among Internet users—over 55% of all Americans—e-mail represents an audience with critical mass, and it is the primary delivery vehicle for word-of-mouth marketing.
Attention: Marketers, Advertising Agencies, Portals, Web Publishers, Online Retailers, Large Corporations and SMEs.
The E-Mail and Word-of-Mouth report analyzes why e-mail is such a pervasive, persuasive, personal and powerful marketing channel – and why, for most businesses, its potential remains largely untapped.
The fundamental purpose of e-mail marketing is to enhance a company's relationship with its customers and to draw in new prospects. That might mean direct response sales messages, couponing, building brand mindshare, e-newsletters, service messages about packages shipped or funds available in bank accounts and driving traffic to a company or brand Web site.
More and more marketers are using e-mail to join the conversations among consumers—word-of-mouth—and blend their marketing messages seamlessly into today's burgeoning consumer-generated content, blogs, social networks, video and other related media.
Key questions the 'E-Mail and Word-of-Mouth' report answers:
- To what extent does e-mail list segmentation increase word-of-mouth effectiveness?
- Which comes first, an effective e-mail list or word-of-mouth that builds such a list?
- Why do many e-mail marketers ignore such viral basics as inserting a forward-to-a-friend link in their messages?
- How can e-mail marketers use word-of-mouth to increase deliverability?
- At what point should marketers give up control in order to encourage true word-of-mouth among their customers and prospects?
- And many more…
The E-Mail and Word-of-Mouth report aggregates the latest data from marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make smart, forward-thinking business decisions.
Sources:
- BIGresearch
- BoldMouth.com
- CMO Council
- Direct Magazine
- EmailLabs
- eMarketer
- Forrester Research
- GfK NOP
- Intelliseek
- JupiterResearch
- Keller Fay Group
- Lucid Marketing
- Lyris Technologies
- MarketingSherpa
- Multichannel Merchant Magazine
- Nielsen Norman Group
- NOP World
- Online Publishers Association (OPA)
- Osterman Research
- Pew Internet & American Life Project
- Return Path
- Sharpe Partners
- Silverpop
- Skylist
- SVM E-Business Solutions
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