PALO ALTO, CA, June 25, 2009
/24-7PressRelease/ -- Email marketing expert David Kearney provided comment on new research indicating that repetition, depth and engagement in email marketing campaigns yield the best results among potential buyers in the automotive marketplace. CEO of email marketing firm Boomerang.com, whose award-winning email hosting tool was voted in 2008 as "Best Mass Email Tool" by users of salesforce.com, Kearney echoed the associated report's contention that integrated marketing programs yield the best results and noted that results likely are similar across most industries; he also stressed, however, that email marketing must be the backbone of any marketing campaign.
"The research shows that integrated marketing efforts providing a rich experience over time for the intended audience tend to be best at prompting buying behavior," said Kearney, who directed readers to a collection of videos about Boomerang. "Even so, it's important to remember that email marketing is the backbone of this dynamism. Companies must first reach their intended audiences frequently, and the only viable way to do so on a large scale is through email. Email marketing messages then serve as powerful gateways to all other elements of an integrated marketing program."
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 AllBusiness have quoted him on his email marketing expertise.
Those that clicked on an article or link in an automotive retailer's email bought at 1.5 times the rate of those that only opened the email, according to an analysis of new retail delivery records from more than 200 automotive dealers to consumer email records in Q1 2009. Furthermore, consumers with repeated open and click behavior over an extended period of time bought at a 2.7 times higher rate, revealed the associated report titled The Importance of Digital Engagement and conducted by Outsell, a digital marketing company for the automotive industry. Additionally, the integration of multiple channels of communication via live interactive marketing campaigns produced 2 to 5 times greater returns on investment than did direct mail or basic email campaigns alone, the research revealed.
"Studies elsewhere have shown that email is by far the medium most likely to reach target audiences on a consistent basis," said Kearney. "In reconciling with this new research what we already know about email marketing, the takeaway is clear: Email marketing campaigns remain the best way to reach the potential buyer, but for buying behavior to ensue, these campaigns must be persistent and the messages in them robust. Logically, email marketing programs that are integrated with well-rounded online marketing campaigns are therefore the most effective."
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.
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).
The media may contact either of the following individuals:
David Kearney
CEO of Boomerang
2450 Embarcadero Way
Palo Alto, CA 94303
dk AT boomerang DOT com
PHONE (direct): 650-798-1005
PHONE (main): 650-798-1000
FAX: 650-688-4303
http://www.boomerang.com
http://blogs.boomerang.com
Brent W. Skinner
President & CEO of STETrevisions
PHONE: 617-875-4859
FAX: 866-663-6557
BrentSkinner AT STETrevisions DOT com
http://www.STETrevisions.com
http://www.brentskinner.blogspot.com
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