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BizReport : Email Marketing : June 09, 2009


iPost's Predictive Analytics helps boost revenue

If you think the best you can do with email marketing is engage existing, active consumers think again. A new report from email marketing analytics firm iPost and skincare brand Perricone MD shows that dormant consumers can be reengaged with the right email marketing approach.

by Kristina Knight

ipost.gifEvery marketer out there will tell you that engagement is the key to any campaign, but reengaging a seemingly lost consumer may seem overwhelming. This is how Perricone MD did it.

First, using iPost's Autotarget, customers were segmented based on their level of engagement, which correlates to how the consumer has previously responded to an ad. Next, specialized campaigns were developed for these segments using iPost tools. By segmented the audience and then targeting the campaign, Perricone MD found a 33% increase in conversion rates (in the first month), an increase from $0 to $0.26 in revenue per email and increase revenue from unengaged consumers of 7%.

"Especially in a tough economic climate, the most cost-effective way to grow sales is by engaging your customer base, including customers who may have fallen out of touch," said Steve Webster, chief strategy officer at iPost. "However, companies must guard against treating unengaged and engaged customers the same way. Otherwise, brands will never realize the full potential and profitability of their email marketing campaigns."

Other interesting findings include:

• Profit exceeding cost by 13 times (first month)
• Profit exceeding cost by 20 times (second month)
• Profit exceeding cost by 25 times (third month)






Tags: email engagement, email marketing, email messaging, email targeting, iPost








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