E-mail marketing firm e-Dialog has introduced a new methodology called the Relevance Trajectory to help its clients measure the relevance of e-mail marketing programs.
The Relevance Trajectory defines factors that contribute to relevant e-mail communications and includes a mechanism for scoring programs based on these elements so that marketers can benchmark their e-mail programs and identify specific areas for improvement.
“There is a lot of talk these days about relevancy, but since we are a metrics driven company, we wanted to figure out a way to measure this,” said John Rizzi, president and CEO of e-Dialog. “When you identify the score, then you identify the holes, which helps start to building up the e-mail program.”
The Relevance Trajectory methodology outlines six factors of relevance including segmentation, lifecycle management, triggers, personalization, interactivity and testing and measurement. Based on these factors, marketers can measure their scores on a defined scale of 0 to 3, to score overall e-mail relevance or examine individual programs.
Relevance scoring information is then used to implement new e-mail marketing practices and aims to improve a marketer’s score on the next relevancy test.
A Relevance Trajectory white paper is available now and can be accessed at: http://www.e-dialog.com/resource.html.
The methodology is supported by e-Dialog’s implementation tools and services, as well as the company’s technology.