Responsys Starts Lifecycle Marketing Forum
Charter members include Continental Airlines, Intrawest, OgilvyOne Worldwide, Petco, Quill, Salesforce.com, CDW and RSA Security.
The forum will help marketers with personalized lifecycle marketing, which translates to an automated, scalable process of sending targeted, relevant messages at opportune moments in a customer's lifecycle.
Forum sponsor Responsys, Redwood City, CA, will offer the research, information and best practices designed to encourage lifecycle-based e-mail marketing.
Targeted e-mails work, according to a May 2005 JupiterResearch report. Lifecycle targeting tactics are twice as likely to yield conversion rates of more than 5 percent, and relevant campaigns increase net profits by an average of 18 times more than broadcast e-mailings, the report said.