Email campaigns and their consequence

Email campaigns are inexpensive compared to other marketing campaigns, so most organizations continue email campaigns without measuring their effectiveness or thinking about their consequences. Continuing (ineffective) email campaigns can result in two negative outcomes – (1) brand erosion and (2) loss of customer good will even among die-hard fans.

Today our marketing team sat down to take a hard look at our email marketing campaign. We are going to pull relevant data from last few campaigns to assess our performance.

I am a data-geek so I am looking forward to seeing the data on our past email campaigns. I am especially keen to look at the following dimensions (1)number of emails sent, (2) bounce rates, (3) open rates, and (4) click through rate.

Good references:
1- Chittenden and Rettie (2003), An evaluation of e-mail marketing and factors affecting response, Journal of Target Measurement and Analysis for Marketing
2- Mullins (2007), How to ensure that your marketing emails are effective rather than annoying, Journal of Marketing.

>Email campaigns and their consequence

>Email campaigns are inexpensive compared to other marketing campaigns, so most organizations continue email campaigns without measuring their effectiveness or thinking about their consequences. Continuing (ineffective) email campaigns can result in two negative outcomes – (1) brand erosion and (2) loss of customer good will even among die-hard fans.

Today our marketing team sat down to take a hard look at our email marketing campaign. We are going to pull relevant data from last few campaigns to assess our performance.

I am a data-geek so I am looking forward to seeing the data on our past email campaigns. I am especially keen to look at the following dimensions (1)number of emails sent, (2) bounce rates, (3) open rates, and (4) click through rate.

Good references:
1- Chittenden and Rettie (2003), An evaluation of e-mail marketing and factors affecting response, Journal of Target Measurement and Analysis for Marketing
2- Mullins (2007), How to ensure that your marketing emails are effective rather than annoying, Journal of Marketing.

CIOs perceive SaaS is riskky. Let us inform them better…

I found an interesting article by Tim Minahan via Randy Littleson’s blog. Thanks Randy.

In my view Tim’s article outlines the many advantages of SaaS delivery model over the traditional design-make/buy software delivery model. The main advantages that all SaaS provider tout are the following:

1. SaaS requires no large capital investment,
2. SaaS has no maintenance,
3. SaaS has low integration and customization cost, and
4. finally SaaS has short pay-back period.

According to a recent data collected by Burton Research Group and Ziff Davis Enterprise Research, over 48% CIOs perceive “greater information security risks” with SaaS.

I think the data is interesting, but in my opinion the value of this data to SaaS community is that user community needs to be better informed and educated about SaaS.