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In perfect harmony_ e-mail works in-sync with other channels - Print Article - Direct Marketing News
- 1. 10/19/2015 In perfect harmony: email works insync with other channels Print Article Direct Marketing News
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In perfect harmony: email works insync with other
channels
Tanya Lewis
April 07, 2008
Main Feature
In perfect harmony: email works insync with
other channels
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ELoan, an online consumer direct lender, has strived
to deliver relevant and timely communication to
customers of the Pleasanton CAbased company
throughout its 11year history.
Because Federal Reserve interest rate adjustments
directly impact its customers, the announcements trig
ger immediate communication from ELoan. In the
past, these emails were coordinated with Web site
content, but for the January rate cuts, ELoan linked e
mail with both Web and paid search efforts. The tactic
resulted in a lift in conversion and applications.
ELoan developed this type of “fusion marketing” to
share knowledge across channels, says Siara Nazir, ELoan's director of online/offline marketing and customer
retention. “We saw an opportunity to create a united [marketing] front — all messages were the same type, and they
went out at the same time,” she says. The campaign results offered enough of a lift to implement the tactics for the
March rate cut.
Email need not stand alone
JupiterResearch reports that coupling email with other channels has delivered remarkable results. A 2007 study found
campaigns improved for 90% of marketers who integrated thirdparty data, for 74% who integrated with offline
direct marketing and for 85% who integrated Web site analytics. Overall, emails are four times more effective when
targeted and integrated with other data.
Scott Olrich, CMO at email service provider Responsys, works with ELoan on its email campaigns. He explains that
adding channels and driving an integrated experience helps marketers' dialog with customers.
“Sophisticated marketers need segmentation, relevant content, and to consider timing and behavior of the consumer,”
says Olrich. Consistent messages are important, he adds, but points out that it's more important to let the conversation
evolve.
“ELoan is successful because it doesn't just think about a single campaign or channel,” he explains. “It thinks about
- 2. 10/19/2015 In perfect harmony: email works insync with other channels Print Article Direct Marketing News
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what it wants customers to do and builds a program.”
The goal of an email campaign, Olrich says, should determine which channels are used in conjunction with it.
Segmentation helps marketers deliver personalized information, while testing can inform decisions about channel mix
as well as content.
ELoan segments customers based on the type of product they use, such as mortgages and car loans. Language and
keyword strategy is tailored across channels.
“Fusion marketing coupled with rigorous testing is the era we're heading into,” Nazir says. The first step, she says, is a
unified message. “The second step is [acquiring knowledge] from online media buys, search marketing, traffic data,
and click data, and applying that to email subject lines, content, and links,” she continues. “What we've already done
and tested in other channels is applied to email and [vice versa].”
For the January 30 interest rate cut, ELoan measured open rates of emails with subject lines that included the rate cut
figure and ones that didn't. Emails that included subject lines without the number were opened more often.
“What may work for email may not work for search landing pages, but ideas crosspollinate,” Nazir says. “We're
taking what has proven a significant lift over the control in email and applying it to Web strategy.”
Increases efficacy of all channels
Sean O'Neal, chief revenue officer at email service provider Datran Media, agrees that using email with other
channels increases the efficacy of all channels. “Leads from all channels should result in an email message,” he says.
“Email is the only truly twoway channel — it closes the loop and begins twoway dialog.”
Datran Media client Norman Miglietta, director of advertising and marketing for Turner Sports' new media division,
says integrating has made “a huge difference.” Turner Sports offers TrackPass, a product on its nascar.com site that
allows visitors to see and hear NASCAR information online. Coordinating online efforts around TrackPass with email
communication has worked well in acquiring and retaining subscribers, he says.
The start of NASCAR season is also a peak selling time for nascar.com's ecommerce store, and emails with content
tailored to customer preference are used in conjunction with print catalog mailings. Miglietta says response rates are
higher in both channels when they work together.