If you’re in the business of email marketing, there’s no doubt you’ve heard the buzz around lifecycle messaging, personalization, clickstream data, triggered messages, and the like. The ultimate goal of these tactics is to provide relevant messages at the right time. And the beauty of email marketing is that it can be done efficiently (often automated).

You probably understand these concepts and realize how they could benefit your business. However, putting these concepts into practice often never makes it to the drawing board. The problem is often that there’s a shortage of actionable data. But this doesn’t have to be the case in the future. Start developing a strategy now and you could be reaping the benefits of more relevant and sophisticated campaigns before you know it.

Let’s face it, the summer months (the heart of vacation travel) are normally a time when the lines are little longer no matter what counter you may be waiting at. The ratio of seasoned travelers to occasional leisure travelers shifts. Getting from point A to point B can be a challenge for even the most experience traveler, but they do know the tips to get them to and from their destination with the least amount of headache.

Some people mistakenly think that lifecycle management applies only to companies that sell products or services. After all, one of the most powerful applications of lifecycle management is timing communications that fit into customers’ place in the sales cycle. The opportunities are endless – retailers and travel sites tailoring message content and timing based on past purchases, cable companies developing complete lifecycle programs to maximize ROI and retention, etc.

In a previous blog I wrote about beginning with a single step - some helpful strategies to increase your customer retention through acquisition and the early stages of your email marketing program. I reviewed the importance of providing a message preview, setting expectations of frequency, following an industry best practice of a double opt-in procedure and ensuring that they know how to add you to their “safe sender” list.

One of the most challenging aspects of the technology market is staying abreast of the latest emerging technologies. What is pure hype and what is the next disruptive technology that could make or break your business?

A recent survey of CIOs shows that Web 2.0, Unified Communications, Software as a Service (SaaS), and mobile technologies are gaining momentum in the enterprise.

The survey evaluated the emerging technologies against three business factors: business process improvement (speed, flexibility, agility), reducing costs, and driving revenue.

There was a big variance in business results perception between technologies that were being investigated and those that had been deployed.

Many companies large and small collect a ton of offline data on customers and prospects. Initiatives to collect data might be rebate forms, sweepstakes, product registration cards, and the like.

As an email marketer it’s important to have a handle on what your company is doing in this area. Wouldn’t it be frustrating to find out that your company collected 25,000 names this year from a sweepstakes but didn’t ask entrants for an email address and permission to email? Or that you only found out about the sweepstakes 9 months after it ran, long after the collected data grew stale?

‘Tis the season…travelers are figuring out how to cram a week’s worth of clothing into their 1 piece of carry-on luggage, or making sure that for their road-trip the credit card has enough available credit to survive the gas pump. Let’s also not forget about 3-day weekends, summer hours and the plain and simple fact that it’s tough to focus on work (and email) when the sunshine is calling.

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I never seem to find enough time to write. When I do, it is usually to address news or issues of the day, or to look ahead to the future of Premiere Global Services. Today, I thought I’d spend a minute looking back to reflect on a few of our successes as a public company.

In an economy where everyone is cutting back and conserving their spending, sometimes just changing how we do things can positively influence our lives without costing us additional dollars. Walking to the train versus driving to work or ordering out less changes the routine and yields positive returns immediately. The same holds true to email marketing.

In regular discussions to improve deliverability, click-through activity and apply email marketing best practices we outline short- and long-term goals and items that can be implemented immediately. Viral marketing, a topic that comes up in nearly every conversation, is often the item that can be implemented immediately to acquire new customers at little to no cost.

If you’re an online retailer you probably have loads of personal and transactional data at your fingertips. Don’t let it sit there and go to waste! Use it to create an existing customer lifecycle program to increase retention.

You’d be surprised at the small number of companies who actually do this. I receive some of the top retailers’ emails and often see generic messages, at the same time each week, in my Inbox.

Here’s a basic four-step plan to get started.