Palo Alto, CA (PressExposure) July 08, 2009 -- New research shows that email is not only the digital channel best tracked by digital agencies, but also second only to search in performance. Email marketing expert David Kearney, CEO of email marketing firm Boomerang.com, agreed, but added that only robust email marketing solutions can facilitate the kind of tracking that leads to this level of performance.
"Even as social media and other bright, shiny new objects enter the digital marketing mix, research continues to reveal that email remains the go-to digital marketing channel," said Kearney, who directed readers to a collection of videos about Boomerang, whose award-winning email hosting tool was voted in 2008 as "Best Mass Email Tool" by users of salesforce.com. "One reason for this is measurement--in email marketing, a highly evolved exercise. Email's performance as a marketing tactic is thus strong. As long as email marketers turn to a robust, capable email marketing service, they are likely to see the results they want."
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 a recent poll by Sapient Interactive, nearly a third (30 percent) of chief marketing officers and senior marketing professionals identified email as the digital channel that their digital agencies were best able to track. Additionally, of these 81 surveyed individuals--all of whom are directly responsible for managing their digital agencies as well as their organizations' digital marketing budgets--23 percent said email was the best-performing component of their digital marketing programs; this placed email second only to search (which registered this response from 33 percent of participants).
"Tracking is critical to the success of a marketing program, and email marketing is no different in this regard," said Kearney. "Measurement indeed leads to the very caliber of email marketing performance that marketers seek; not every email marketing solution, however, provides the depth of tracking capability necessary for success."
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.