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Overcoming the Top Six Implementation Challenges

By Megan Ouellet, Director of Marketing for Listrak
March 25, 2009

You would never consider doing a media buy without researching the demographics. You wouldn't approve a nationally televised ad campaign without running it through a test audience. And you wouldn't continue a direct mail campaign without measuring your results. So why do you hold your email campaigns to lower standards? Email has the highest ROI of any marketing channel but many companies fail to maximize that return, which means they're missing a huge revenue opportunity.

The beauty and curse of email is the fact it works even when best practices aren't followed. Internet Defense Technologies reported that 29 percent of survey respondents admitted to purchasing something from a spam message, which proves that email works even at its worst. It is time for companies to change the way they think about email. Every dollar counts in this economy and adopting better sending methods will not only generate more income today but will build lasting relationships with subscribers for years to come.

Listrak, an innovator in the email marketing industry and the email service partner to companies like The Islands of the Bahamas, Hitachi, and Motorola, has published the following white paper on how to overcome the top six challenges when trying to implement email best practices. It looks at the most common business and personal reasons that prevent people from updating processes and it offers reasonable solutions and benefits that a few simple changes can make.