Aberdeen Group News

Emma Sponsors New Research Showing the Importance of Personalized Email Marketing

NASHVILLE, Tenn., July 25 PRNewswire — Emma, the Web-based communications and marketing service, has chosen to sponsor the latest findings from the Aberdeen Group, a Harte-Hanks Company (NYSE: HHS), detailing the importance of using personalization in email marketing campaigns and promotions.

(Logo: http://www.newscom.com/cgi-bin/prnh/20060927/CLW009LOGO )

Titled "Email Marketing: Get Personal with Your Customers," the research reveals that organizations using email personalization techniques report an average order value that's 57% higher than their non-personalizing peers. In addition, those highest-rated companies are twice as likely to use the data they're collecting about their customers to tailor personalized content to smaller, more segmented audience groups.

"This is just the kind of report we'd like every email marketer to read, so we're thrilled to be sponsoring it," said Suzanne Norman, Emma's Director of Community Relations. "As more and more companies adopt email marketing to stay in touch with their customers, recipients will become choosier with the content they read and enjoy. Learning more about your subscribers — then tailoring your content based on what you know — is the surest way to send relevant, meaningful content that keeps your readers engaged."

"Perhaps the most significant finding is the impact segmentation can have on email performance," adds Ian Michiels, senior research analyst in Aberdeen's Customer Management Group. "Best-in-Class companies improved average customer retention rates by 5% and opt-in rates by 18% as a result of segmenting customers with email campaigns."

The study also showed that while 96% of organizations recognize the need for personalization, they often lack data to use in personalized emails and struggle to create personalized content. "Personalizing emails beyond the standard 'Dear Bob' first name greeting takes careful planning and cooperation," Norman continues. "But companies doing it right are retaining more customers and reporting better results, so this report reminds us all that being relevant isn't just being nice to your subscribers — it's also being nice to your bottom line."

Through Emma's underwriting, the full report is available for download online at www.myemma.com/personalization .

About Emma

Emma is a Web-based email marketing and communications service that helps organizations use email to communicate and market in style. Designed with small and midsize business and agencies in mind, Emma makes it easy to create attractive email newsletters and campaigns, send to and segment large opt-in audiences, and track the response in real time. Launched in 2002, Emma currently powers the emails of Gibson Guitars, NYU, RachaelRay.com, Life is Good, NPR's Car Talk, and a growing number of stylish businesses, non-profits and agencies around the U.S. and abroad.

To learn more, visit www.myemma.com .

About Aberdeen Group, a Harte-Hanks Company

Aberdeen is a leading provider of fact-based research and market intelligence that delivers demonstrable results. Having benchmarked more than 30,000 companies in the past two years, Aberdeen is uniquely positioned to educate users to action: driving market awareness, creating demand, enabling sales, and delivering meaningful return-on-investment analysis. As the trusted advisor to the global technology markets, corporations turn to Aberdeen(TM) for insights that drive decisions.

As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte-Hanks (Information - Opportunity - Insight - Engagement - Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen www.aberdeen.com or call (617) 723-7890, or to learn more about Harte-Hanks, call (800) 456-9748 or go to www.harte-hanks.com .

SOURCE Emma Email Marketing

Send this news item to a friend.

Print This Page