Product category:
Email marketing
News Release from: e-Dialog | Subject: Relevance Trajectory methodology
Edited by the Marketingservicestalk Editorial
Team on 03 October 2007
E-Dialog unveils Relevance Trajectory
methodology
E-Dialog, provider of advanced email marketing services, has unveiled The Relevance Trajectory, a strategic planning framework for measuring and improving the relevance of email marketing.
The Relevance Trajectory is the first methodology of its kind to define the essential factors that comprise relevant email communications and provide a mechanism for scoring programmes based on these elements This rating enables marketers to benchmark their programmes and identify specific opportunities for improving email relevance
With these pieces in place, marketers can then follow a step-by-step process for putting an execution plan in place to move up the Relevance Trajectory and advance their programmes.
"Until now, no clear definition or KPI has existed for email marketing relevance, nor have marketers had a comprehensive framework for identifying specific applications of relevance that will increase email productivity," stated John Rizzi, president and CEO of e-Dialog.
"The Relevance Trajectory is a series of logical steps of information gathering, opportunity identification, programme development and results measurement that form a roadmap for continuously improving email marketing programmes.
"Email marketers need to know they can take several incremental steps toward achieving relevance instead of trying to 'boil the ocean' all at once".
With 97 per cent of marketers using email to communicate with customers, it has become increasingly difficult to get messages seen or acted upon among all the other messages in a consumer's inbox.
However, email offers dramatic technical advantages that, when utilised properly, can create contextually targeted messages that are customised, well-timed and engaging.
This relevance strongly increases email's ability to drive customer response, generate revenue and enhance loyalty.
"Email offers the ability to speak to customers as individuals like no other channel, truly delivering on the promise of one-to-one marketing," commented Arthur Middleton Hughes, a noted author, database marketing guru and e-Dialog senior strategist.
"But email marketers need real insight and actionable guidance on how to do this.
"Fortunately, e-Dialog is able to provide them with the methodology, technology and implementation tools and services - like no other email service provider - that will enable marketers to deliver on this promise".
The Relevance Trajectory methodology outlines six factors of relevance - segmentation, lifecycle management, triggers, personalisation, interactivity, and testing and measurement - which form the basis for measuring and improving email programmes.
It enables marketers to grade programmes on a defined scale of 0 - 3, using either a Quick-Start Method to score overall email relevance or a Detailed Method for closer examination of individual programmes.
There is no pass or fail grade; a relevance score is a data point by which the marketer can plot, compare, and demonstrate movement over time.
Moreover, relevance scoring provides a basis for further discussion and new programme recommendations to improve scores.
Following the methodology will lead to documented programme deficiencies and improvements, and a way to substantiate the acquisition of the skills and resources, assets and technology needed to create more relevant email.
"The Relevance Trajectory is a fantastic innovation by e-Dialog - it's a great way to quantify the quality of email and maintain a focus on all the components it takes to create relevance," commented Tim Maloney, director of NFL direct marketing.
"Following this methodology is a step absolutely worth taking as it is an extremely valuable tool and a new KPI that will help us keep our eye on the ball".
The Relevance Trajectory was created expressly for marketers as a way to measure email effectiveness at a more granular level than typical metrics.
It was then developed into a methodology and a guide to understanding, measuring and improving relevance factors that directly impact a company's return on investment.
A Relevance Trajectory white paper is available now.
The methodology is supported by e-Dialog's implementation tools and services, as well as the company's relevance enabling technology that provides the power to deliver individual significance in every campaign.
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