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The Digital Competitive Advantage:There's More to Email Than Email?
Written by Bob Hale, Executive Vice President, Corporate Development, Alterian
How does your company approach Insight Into That Datadirect mail? Do you just randomly Find the right software and tools to learn aboutyour audience using demographic, tracking andsend the same package to everyone account data. Using disparate applications toon your list, without regard for past accomplish these tasks usually doesn't work. It'sbehavior or purchase models? not practical. "Right software and tools" means,Probably not. So why is it that when using a single integrated platform. Don't worrythey're out there.it comes to email marketing, somany organizations apply an entirely Actiondifferent - entirely lax - standard? You've got the facts, now act on them. Data-driven decisions are easy to justify and easy to Alterianmeasure at the back end. Alterian (LSE: ALN) empowers marketers with anAll too often, while marketers are busy applying integrated marketing software platform combininganalytics to every other facet of direct marketing, Measurement database, online and operational marketing applicationsemail is being handled on its own, segregated If you can't measure it, you shouldn't be doing it. on a shared data infrastructure. The Alterian Integratedfrom the rest of the communications strategy. Marketing Platform makes it practical and cost effectiveYou need to know what works, and what for marketers to use actionable insight to execute anindividual customers and prospects prefer. integrated marketing strategy across online and offlineFrankly, that approach just doesn't work - unless channels.you're happy with .05% response rates. Sending The Ability to Fine-Tune and Change Directionsthousands of emails to thousands of addresses, It is the unique integration of analytics, content andResponding to what you learn lets you continually execution through our industry leading tools, such as theeven if you have permission, isn't much better tighten future campaigns. Alterian Messenger email platform, and the awardthan spamming. This sort of buckshot approach is winning Content Management solutions, which enablesmerely a waste of your, and your customers', time, Using email as a full-fledged direct marketing marketers to drive a seamless, multi-channel customerand poses the risk of losing those customers if you experience.channel, and applying the same analyticalburn them out with meaningless messages. How standards you've set for offline efforts, can help Alterian's analytically-led software is delivered tomuch would that cost your organization? Email is you get a better look at your customers, build approximately 1,000 marketing departments, across 26as one-to-one as it gets. If you think you don't stronger relationships and increase returns in countries, and an international network of more than 100know enough about your customers to inform every possible way. That's the value of real business partners, including marketing services providers,your email marketing efforts, you're wrong. In fact, agencies and systems integrators. Its partners, such asrelationship building and acknowledging the real Accenture, Acxiom, Allant Group, Cap Gemini, Carlsonwhat you know about their online activities can go value of your customer. Marketing, Experian, Epsilon, InfoUSA, LogicaCMG,a long way toward rounding out your overall Merkle, Ogilvy One and Euro RSCG Worldwide, delivercustomer view. And a long way toward increasing Alterian software alongside their own domain andrevenues enterprise-wide. services expertise to help market leaders such as PrincessCruises, General Motors, Zurich, Astra Zeneca, HSBC,Limited Too, AEGON, Avis, Worldwide WrestlingAccording to the DMA, email drove more than Entertainment, Dell, Amnesty International and Vodafone$16 billion in revenue last year. It influenced integrate marketing processes and drive competitivenearly $100 billion more. Those are impressive advantage. For more information about Alterian, productswithin the Alterian Integrated Marketing Platform or ournumbers, but it's clear that of the 83% of Partner Network, please visit www.alterian.com.marketers that use email, many aren't mining it aswell as they could be. UK & European HeadquartersAlterianThe Spectrum BuildingWhat do you need to tap into that potential? Bond StreetBristolDeep Customer Data BS1 3LGNot just aggregated web data or click throughs. UKT +44 (0) 117 970 320... [download for more]
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