(Palo Alto, Calif. - April 13, 2009 - Boomerang.com) Email campaigns constituted marketers' top area of anticipated investment for 2009, a survey from earlier this year found; most of these same marketers, however, are planning little collaboration with their organizations' CIOs, findings from the same survey suggested. The circumstances create opportunities for providers of user-friendly email hosting tools, noted email marketing expert David Kearney. CEO of the award-winning email marketing firm Boomerang.com, Kearney thus urged companies to focus their email marketing investments on solutions that offer superior ease of use.
"Email marketing is at once a communications exercise and a technical exercise," said Kearney, who encouraged readers to learn more by watching video about Boomerang at the company's website. "Higher-level computer knowledge therefore goes hand in hand with email campaigning efforts, and the absence of in-house collaboration between marketing and IT departments can be detrimental. But email marketing firms can fill the void by providing not only the email hosting tool itself, but also the robust support mechanisms that can adapt to customers' needs"
A veteran of MIPS Computer Systems and now CEO of Boomerang, Kearney has filled many roles in marketing and engineering for the high-tech industry. Before co-founding the award-winning email marketing firm Boomerang in 1991, he earned an MBA from Cornell University's S.C. Johnson Graduate School of Management. Kearney's articles on email marketing have appeared in business periodicals such as DM News, and publications such as AllBusinesshave quoted him on his email marketing expertise.
Among the more than 650 marketers surveyed by the Chief Marketing Officer Council early this year, 45 percent indicated that email marketing efforts would be their top investment in 2009. Of note, however, is that only 9 percent said that they were planning to work more closely with their CIOs, according to the same survey, whose findings were compiled in a report titled Marketing Outlook 2009: Setting the Course for Marketing Strategy and Spend.
"Email marketing is an incredibly potent endeavor," said Kearney. "But the back-end of it inevitably demands IT know-how. Even so, many companies' marketing departments, for whatever reasons, have little in the way of plans to collaborate with in-house IT departments. Marketing's best option, then, is to outsource their email hosting with a tool that is easy to use and whose creator can provide robust technical support and consulting when necessary"
In 2008, users of salesforce.com gave BlastWizard, Boomerang's customizable email hosting tool for small business, the most four-star and five-star ratings of any email hosting tool, qualifying Boomerang's product to receive that CRM provider's award of "Best Mass Email Tool" BlastWizard is available for a free trial. Several companies offer small business email campaign tools. Among them, however, Boomerang is alone in approaching email marketing for small business in a customized, tailored way to create individualized email campaigns for clients. Furthermore, Boomerang's consultants are able to draw on a legacy of experience that the company has with enterprise clients, whose needs for email marketing campaigns have imbued Boomerang with the kind of institutional knowledge that yields best practices.
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About David Kearney, Email Marketing Expert
A 25-year veteran of high-technology, Boomerang CEO David Kearney began his career at Digital Equipment Corporation and has since carried out myriad roles both in marketing and engineering for the high-tech industry. Before founding the award-winning email marketing firm Boomerang in 1991 with wife Elaine Kearney, he earned an MBA from Cornell University's S.C. Johnson Graduate School of Management. A former engineer with the MIT-inspired high-tech firm Massachusetts Computer Corporation (MASSCOMP) before that company purchased and assumed the name of Concurrent Computer Corporation, Kearney later served as product line marketing manager for MIPS Computer Systems (now MIPS Technologies, Inc.). Kearney's articles on email marketing have appeared in business periodicals such as DM News, and publications such as AllBusiness have quoted him on his email marketing expertise. Readers are welcome to visit the Boomerang Email Marketing Blog.
About Boomerang
Boomerang helps email marketers get superior results from their email marketing campaigns. Unlike other email marketing campaign service providers, Boomerang draws on a wealth of ongoing experience in serving enterprise customers such as AT&T, Dell | ASAP Software, ADP and Time Warner Cable to help each of its small business clients individually develop the most effective campaign possible. Able to be integrated with Microsoft Outlook® and clients' various existing databases, Boomerang's BlastWizard for hosted email recently won the 2008 "Best Mass Email Tool" from the customer relationship management (CRM) tool salesforce.com. Customers can also create custom email applications using Boomerang's Application Programming Interface (API).
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