Campaigner Shares Best Practices for Improving Personalized Email Campaigns

OTTAWA--(Business Wire)--
Campaigner, a software-as-a-service email marketing solutions
provider, today released a series of tips for those interested in
improving their email marketing return on investment. According to the
Direct Marketing Association, email marketing continues to outperform
all other direct marketing tactics with a return on investment of
$48.29 for every dollar spent.

Email marketing successes, however, raise the challenge of
developing innovative messages that stand out from the competition.
Paying more attention to personalizing email messages can help.
Aberdeen Group's report, 'Email Marketing: Get Personal with Your
Customers' finds that ninety-six percent of organizations believe that
email personalization can improve email marketing performance,.

Email personalization helps marketers create a relationship with
their customers by connecting with them on a one-to-one basis. Sending
relevant and targeted communications to customers increases
credibility and strengthens relationships over time. The Aberdeen
Group study findings support this, revealing that marketers who
personalize email campaigns have seen improvements in key metrics
including click-throughs, open rates, conversion, customer retention
and opt-in rates.

Luc Vezina, head of marketing for email service provider
Campaigner, offers the following best practices that can help
marketers take their email marketing programs to the next level with
email personalization:

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1. Identify - and listen to - high value customers - Don't just
send customers your company's messages - listen to customers
closely and address their needs, wants and interests directly
with personal one-to-one email communications. You'll be able to
identify high-value customers by proactively engaging them with
surveys, forms, and customer satisfaction evaluations that allow
you to gather more detailed profile information. Review what
your most valuable customers want and you will be able to adapt
your messaging to better target opportunities with highly
personalized campaigns.

2. Leverage your customer database - Using customer data to
segment email lists is an effective practice marketers can use
to improve their email marketing campaigns. For best results,
your email database should contain as much customer information
as possible, including demographic, behavioral and transactional
data. Use this data to segment your lists and personalize
campaigns for best results.

3. Integrate CRM and other marketing technologies - Your CRM
system contains valuable demographic, behavioral and
transactional information about your customers. Use this data to
personalize campaigns, then add web analytics, which can
indicate how your customers might react to future campaigns,
enabling you to better tailor your messages.

4. Automate email personalization efforts - Follow-up messages
can be sent automatically based on consumer behavior. These
event and action-triggered emails - allow marketers to not only
improve content targeting and personalization, but also the
timing of email message delivery so you can reach customers at
the right time in the buying cycle.

5. Keep an eye on metrics - Think of metrics as the pulse of your
email campaign. It is essential for marketers to watch metrics
and alter campaigns when seeing a change in customer behavior.
Marketers who use metrics have a better understanding of what
interests their customers, and is one of the quickest ways to
begin improving email personalization.
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"Incorporating personalization techniques can make a huge
difference in the success of an email campaign. Personalizing emails
allows marketers to connect with customers on a personal level -
building meaningful relationships and brand loyalty," said Luc Vezina,
VP of Marketing and Product Management. "It is important for marketers
to fully understand the benefits of best practices, such as email
personalization, and integrate them in order to produce effective
email campaigns."

About Campaigner

Campaigner's software-as-a-service email marketing solutions
enable organizations to have highly personalized one-to-one email
dialogues with their customers, measure how they respond, and analyze
those responses to interact in a more intelligent, automated way -
resulting in more profitable relationships. It is part of a total
Software as a Service (SaaS) business communications offered by Protus
that also includes MyFax, the fastest-growing Internet fax service
used by individuals, small, medium and large business, and the
my1voice feature-rich hosted PBX service. Additional information is
available at www.campaigner.com.

Topaz Partners
Tom Francoeur, 781-404-2405
tfrancoeur@topazpartners.com
or
Protus IP Solutions Inc.
Sue Rutherford, 613-733-0000 x 519
srutherford@protus.com

Copyright Business Wire 2008