There are very specific objectives marketers look to accomplish with their marketing channels. Typically the end goal is to retain the customer base, grow the customer base, generate revenue and manage the customer lifecycle. These are the common themes that have developed with our email marketing client base over the last four years. Now is as good a time as any to share with you the expertise that has been developed around these very specific business objectives and how email can contribute to your continued success!

If you happened to read Customer Retention: Please Don’t Go - Chris gave you a KC and the Sunshine Band ear worm that you thought would stay with you all week - at least. Not the case. I am going to hit you with an ear worm that will get you through the year:

Last week we opened the door to a series of conversations around Personalization and the proper application of this email tactic to the channel. Given the breadth of this topic it seemed appropriate to break it down in to a series of digestible pieces. Plus, I am quite certain you only have time to see me ramble on so long…So today, we are going to dissect the email channel and the reason behind its success.

February seems to be a big time for travel and accommodation providers to be focusing on specials and distressed inventory. I must get 10 – 20 unique emails daily (with the majority of special offers being delivered to me in the beginning of the week.) I sometimes wonder how all those competing marketers stand out in the crowd when the offers seem to be based on rate. Of course I have my favorite affiliations with hotels and airlines based on loyalty programs but if most of the travel deals are for weekend get-a-ways, I’m willing to do my shopping based on a better rates since this will most likely be paid for out of pocket and not through my expense account if business travel is required.