October 11, 2007, 12:00 AM

Few marketers mine customer data to boost e-mail campaign ROI

Few marketers are taking advantage of information they have on customers to improve the results of e-mail campaigns, says Bill Nussey, CEO of e-mail service provider Silverpop.

Few marketers are taking advantage of information they have on customers to improve the results of e-mail campaigns, says Bill Nussey, CEO of e-mail service provider Silverpop.

Marketers need to think two dimensionally about their e-mail lists-not just about the number of e-mail addresses but also the amount of information available for each person on the list, Nussey says.

“E-mail marketers are sitting on a potential goldmine, but few realize it,” he says. “Even those who do recognize the value of their lists are having a hard time tapping into its rich promise.”

For example, adding information about the amount a person spends or the last time a purchase was made can give a program a tremendous boost by allowing for targeting, he says. The marketer could then send special reward-oriented campaigns to heavy spenders and re-activation messages to those who haven’t made a purchase in several months.

“Marketers can achieve as much as a 400% increase in ROI simply by cross-referencing customer information from other channels to the e-mail database,” Nussey says.

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