evolving methodology behind the email marketing industry.
Utica, NY (PRWEB) February 24, 2008
Zrinity Inc., a Utica, New York-based email marketing server provider, recently attended the Email Evolution Conference in San Diego, California, adding to the "growing knowledge base of email marketing best practices." The conference began with a schedule that was focused around providing access to actionable ideas and strategies derived from the "evolving methodology behind the email marketing industry." This included tactical and best practices shared for the email deployment manager/coordinator; management and strategy information for the interactive/direct marketing managers and directors; and integration, analytics and the future of email marketing for the marketing executive, advertising lead and CMO.
According to Zrinity Marketing Director, Rob Thrasher, "Our primary goal was to obtain information considered crucial to the way Zrinity's email functions. Zrinity attendees obtained numerous email marketing best practices, tips and techniques. This included learning about email innovations; sending, reporting and analyzing results; building effective contact strategies; and the secrets to convincing customers to opt-in. Additionally, all attendees participating in the completion of 4 educational sessions on a particular "track" were given a Certificate of Completion.
Thrasher continued, "... this conference has solidified the growth spurt in the email industry. The show was standing room only and very energetic. People were learning about their jobs, and vendors like Zrinity were able not only to pick up a lot of beneficial information to use and pass along to our clients, but were also able to show off our cool tools."
Zrinity also recently released a handbook compiled through the examination of its clients' and industry experiences of email campaigns and programs. In it, Zrinity identifies a new way to think about the development of a sale via the email campaign process, which is guaranteed to revolutionize the sales approach using this method. According to the handbook, this is the way marketers have typically looked at email campaign process flow as a linear and one dimensional process from the development of a list to the completion of a sale. What we have found is that this is not the case with email campaigns. In fact, a failure to conduct the first two steps effectively will result in failure during the final steps regardless of the tweaks that are made by marketing experts."
Essentially it is recommended that marketers look at list creation and delivery as one line item -- both must be strong in order for either to succeed. Similarly, open, click and sales rates as well go together on one line item, needing the first two in order to be successful and produce valid metrics. "Getting the email to intended recipients is only step one," says Thrasher. "The reaction to the campaign is a subset of getting the email to intended recipients. That subset cannot exist without step one, whereas any part of the subset can be altered to gain better reactions to the campaign, or campaign subsets."
Zrinity is a leading provider of email systems, software and appliances to large businesses, advertising agencies, the entertainment industry, and Web 2.0 industries, as well as email service providers (ESPs). Zrinity provides its clients with high-performance email delivery server and systems. Zrinity, in Central New York, serves a wide variety of industries such as banking, education, government, health care, retail and B2B. Clients include The Pentagon, PGA, Boeing, Pfizer, Duke University, Penn State and more.
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