Study: Traditional E-Mail Campaigns Limit Long-Term Success

Share this article:
Short-term, campaign-focused approaches to e-mail marketing limit the potential long-term return on investment, according to a study by e-mail marketer Quris.


"Effective e-mail programs are not built overnight," said John Funk, CEO at Quris, San Francisco. "They require dedication from senior management to prioritize the program's long-term objectives over short-term returns. This means shifting away from click-through and campaign-conversion metrics as the barometers of success in favor of long-term loyalty and profitability metrics."


Customer lifetime value is one of the long-term loyalty metrics that should be emphasized, he said.


Focusing on immediate campaign results compels companies to adopt aggressive marketing tactics such as rapid name acquisition, frequent promotions and large e-mail distribution campaigns, Funk said. This eventually leads to "burn out" in customer engagement and response rates and harms customer loyalty over time.


Marketers that take a shortsighted view of the costs of a campaign will spend considerably more over time to acquire fresh opt-in names to prop up flagging response rates, Funk said.


"The long-term returns will be much higher if those marketers focus more on nurturing their existing relationships with judicious use of e-mail campaigns and providing better value-added communications programs," he said.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.