An integrated Strategy for Online Marketing: Email & Search

Chris Baggot knows, that for most people, money is hard to come by. So when a company wants us to spend it on its products, there are certain things we want from them in return. First, we want good–personalized–customer service. Whether it’s now (when we buy), or later (when we need something), we demand it.

Getting customers to spend hard-earned dollars on your products is tricky. It takes a mixture of persistence and finesse. And in this new climate, for the first time in years, the little guy’s personal service is heavy competition against the big guy’s purchasing power.

With the playing field leveled, how does the big guy who offers 90,672 door locks compete with the guys who will still show you how to use the red nozzle straw on your WD-40? How does the big guy engage the customer by delivering personal attention the way the little guy in your neighborhood does?

Chris says there are two basic aspects of successful relationship marketing–beginning a relationship and maintaining that relationship to the mutual benefit of both the organization and its constituents.

And he should know. He’s been helping his clients do that for several years. He founded Exact Target, a company ASPnews calls “one of the world’s 25 leading service providers for the ASP, Software-as-a-Service (SaaS), Web Services, Service-Oriented Architecture (SOA) and Utility Computing industries.” To build and maintain customer relationships it’s important to know the difference between the customers you’ve had for a long time and the ones that happened to stop in on the way to little league practice. Then engage those customers–and keep them engaged–by personalizing information to each of them in a way that reminds them who you are and what you can do for them.

But how do you do that? Chris knows, and he has written the book on it–literally– Email Marketing by the Numbers. Why Marketing by the Numbers? Throwing your money at a campaign that may or may not turn potential customers into loyal buyers doesn’t get you very far. But measurable ROI based on measurable conversion rates of your marketing campaign does. And Chris will tell you it’s so easy anyone can do it.

Chris has taken time out from building his next success, Compendium Software, to speak on Day Two of Web Content 2007 at An integrated Strategy for Online Marketing: Email & Search. It’s part of the Tools and Technology track. These are some tools you’re gonna want to use, so don’t miss it.