JUPITER RESEARCH LAUNCHES MARKETING OPERATIONS RESEARCH SERVICE TO HELP MARKETERS DEAL WITH VOLATILE MARKET CONDITIONS(New York, NY - August 4, 2003) - Jupiter Research, a division of Jupitermedia Corporation (Nasdaq: JUPM), today announced the launch of its Marketing Operations research service, which assists companies across a wide range of industries in selecting appropriate marketing strategies and infrastructure in order to optimize marketing, create cost efficiencies and maximize message deliverability. Despite the availability of e-mail marketing solutions and campaigns, the majority of marketers continue to employ rudimentary segmentation tactics, as only one quarter of the executives surveyed are targeting campaigns by key metrics such as customer click-through rates.
Jupiter Research's first Marketing Operations research study, "The State of E-mail Marketing: Perfecting the Appropriate Mix of Art and Science," examines the process of optimizing e-mail marketing by balancing the roles of technology, creative and analytical strategic services. "Deliverability is a huge issue facing marketers today, as 71% of the executive survey respondents indicated that spam filters are erroneously sending their messages to bulk folders and impacting the effectiveness of their e-mail campaigns," said Jupiter Research Senior Analyst David Daniels. "Moreover, marketers continue to embrace simple segmentation tactics and field marketing offers solely based on price, which ultimately does little to drive long-term customer loyalty," continued Daniels.
Jupiter Research's Marketing Operations research service also features the first Jupiter Research Constellation on e-mail marketing providers. Ranking vendor solutions on business value, breadth of features and market suitability, this Constellation finds that outsourced full service providers such as Digital Impact, Bigfoot Interactive and Cheetah Mail offer marketers compelling value by wrapping robust product offerings in value-added strategic services in order to ensure higher response rates and combat message deliverability issues. "E-mail technology has quickly become a commodity, with in-house e-mail marketing suites rivaling the cost of outsourced solutions," said Daniels. Daniels also cautions however that, "marketers must not focus on CPM alone, but should evaluate providers based on their effective CPM rate - the measure of how many messages get through to the consumer as well as how well the vendor can facilitate an ongoing customer dialogue as opposed to their ability to purely broadcast e-mail messages."
For additional information on Jupiter Research's Marketing Operations research service visit www.jupiterresearch.com or contact Kieran Kelly at [email protected] or call 1-800-481-1212.
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