Palo Alto, CA (PressExposure) May 02, 2009 -- Research has indicated that individual messages from email campaigns remain in many recipients' inboxes long after being sent, to be revisited later. Email marketing expert David Kearney, CEO of the award-winning email marketing firm Boomerang.com, noted that the implications for a return on investment on email marketing campaigns are clear and added that the right email hosting tool and supporting consultants can help email marketers to capitalize on these scenarios.
"The likelihood is high, apparently, that an email sent today will enjoy a shelf life of days, if not weeks, in the recipient's inbox," said Kearney, who encouraged readers to learn more by watching video about Boomerang at the company's website. "Yes, time-sensitive language designed to prompt buying behavior often needs to be a part of an email campaign, but the messaging should always include perennial information, as well, that might be of use to the recipient no matter when he or she decides to revisit the email."
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.
In 2008, the large majority (84 percent) in a study of 1,517 consumers by Epsilon and ROI Research indicated that they like to receive opt-in emails, saying, "Even if I don't always read it, it's good to know it will be there when I'm ready for it." Additionally, 72 percent of women and 63 percent of men revealed that they regularly revisit emails received days or even weeks earlier, according to Beyond the Click: The Indirect Value of Email, the associated report. Three-fifths of women and nearly half of men save such emails to refer back to when making purchases later, the findings further reveal.
"Content surely plays a key role in an email's shelf life," said Kearney. "Good content can have a positive impact on recipients, influencing their decision-making processes to save some emails and discard others. An experienced team can assist email marketers in developing campaigns that remain on the recipient's mind long after the last email is sent."
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.