(Palo Alto, Calif. - June 11, 2009 - Boomerang.com) A new study exploring the behavior of thousands of consumers has unearthed data on the dynamics of email marketing. Email marketing expert David Kearney noted that the findings add evidence to the growing mountain of it indicating that email campaigns constitute a highly effective marketing tool during recessionary economic times. An email marketing firm able to provide ongoing assistance and topnotch tools to those new to this marketing tactic is crucial, he added. CEO of Boomerang.com, Kearney directed interested firms to his company's world-class email hosting tool, voted in 2008 as "Best Mass Email Tool" by users of salesforce.com.
"A growing pile of evidence shows that email campaigns are by far the best marketing activities to employ when the economy turns south," said Kearney, who directed readers to a collection of videos about email marketing at Boomerang. "The reasons to do so are undeniable. Research indicates, for instance, that proper email marketing prompts exceptionally high response rates to calls to action. Marketers right now must spend their budgets in high-yield tactics, and email marketing is among the few that promise a strong return on investment."
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.
Call-to-action rates are high in response to email marketing campaigns, according to the Global Consumer Survey by Epsilon. Findings among U.K. participants in this poll of 4,000 email users, which also included respondents from the United States and APAC, indicated that nearly four-fifths click through to a website referenced in the email, and 44 percent to a video link. Furthermore, upon receiving a permission-based email, 46 percent make a relevant purchase online, 43 percent make a purchase off-line at a retail store, and 29 percent make a purchase over the phone.
"The key is to partner with an email marketing firm that has the internal horsepower to provide robust one-on-one assistance to companies that are new to email marketing," said Kearney. "Many email marketing firms will provide the tools, but few can at once provide award-winning tools and ongoing assistance and expertise through their people."
In 2008, users of salesforce.com gave BlastWizard 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 email marketing 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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