Date published: 01.09.08 - not release date

JupiterResearch’s David Daniels to Provide Tactics to Optimise Enterprise Email Marketing

Ruder Finn UK Ltd

JupiterResearch’s David Daniels to Provide Tactics to Optimise Enterprise Email Marketing

Webinar, Hosted by Alterian, Will Address How to Increase the ROI on

Email Marketing Campaigns in a Multi-Channel Environment
Bristol, UK – 10th June 2008 – Alterian (LSE:ALN), a leading international integrated marketing platform provider, today announced that it would be hosting a Webinar entitled ‘Tactics to Optimise Enterprise Email Marketing Webinar Imperative.’ The Webinar, hosted by David Daniels, Vice President and Research Director, JupiterResearch and the chief author of the JupiterResearch “E-mail Marketing Buyer’s Guide, 2008: E-mail Service Provider (ESP) Evaluation”, will discuss JupiterResearch’s latest research on tactics to optimise enterprise e-mail marketing deployments in a multi-channel environment.

The Webinar will take place on Thursday, June 19, 2008 at 10.00 a.m. CDT. Registration is available at www.alterian.com/jupiter.

Key takeaways of the Webinar include:
•Why an analytic foundation for marketing is essential
•How to define an overall e-mail strategy
•How to create a vendor selection strategy
•The benefits of collaboration between business units
•The difference between on-premise and hosted solutions

JupiterResearch consistently finds the deliverability woes of marketers can be traced back to their own poor list-hygiene practices. Although deliverability tools and services can assist in remedying these issues, marketers must not put too much emphasis on silver-bullet promises. Instead, they should insist on necessary infrastructure improvements (e.g., authentication), and focus on tactics to improve list quality and reduce churn.
(JupiterResearch, The Banality of Churn: E-mail Reactivation Tactics for Acquisition Success, E-mail Marketing, November 19, 2007.)

Separate research conducted by Alterian measured the level of sophistication of over 700 marketers, agencies and marketing services providers’ e-mail strategies and activities, including an in-depth look at how marketers personalise, automate, segment, track and report on e-mail campaigns, and assigned marketers to one of five levels. Out of over 700 respondents, only five percent qualified as an Expert User – those most likely to be generating results that are significant and easily quantifiable. None achieved the level of Pacesetter – those pushing e-mail marketing to new realms of effectiveness and relevance. These results demonstrate that many marketers have an opportunity to greatly improve the returns of their e-mail marketing investment.

“Email marketing point solutions have become a risky bet for mid to large size e-mail marketers,” said Jason McNamara, Alterian CMO. “Marketers are painfully realising that the only long term solution to e-mail deliverability is relevance through integrating data, analytics, and content with e-mail execution. David Daniels has seen this industry mature from its start and can help Marketers identify and implement e-mail marketing strategy and tactics to be successful today and tomorrow.”

About David Daniels

As VP and Research Director for JupiterResearch's CRM, Retail, Site Operations and Marketing Operations practice areas, Daniels is intimately involved with covering e-mail marketing and operations. David's research studies evaluate ESPs, detail operational tactics, identify changes in consumer e-mail behavior and provide short and long-term strategies to address deliverability. With over 15 years of experience in direct-to-consumer marketing, Daniels is recognised as a thought leader in his domain and is frequently quoted in The Wall Street Journal, The New York Times, BusinessWeek, CRM Magazine and other major media outlets.

About JupiterResearch

JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the USA and Europe. For more info, visit www.jupiterresearch.com.

About Alterian

Alterian (LSE: ALN) empowers marketers with an integrated marketing software platform that combines digital, database, and operational marketing applications on a shared data infrastructure. The Alterian Marketing Services Platform makes it practical and cost effective for marketers to gain actionable insight and use this to execute an integrated marketing strategy across online and offline channels.

Alterian software is delivered through a global community of over 80 business partners, including marketing services providers, agencies and systems integrators, such as Accenture, Acxiom, Allant Group, Carlson Marketing, Experian, Epsilon, infoUSA, Merkle, Ogilvy One and Euro RSCG Worldwide. Each partner adds their own domain and services expertise to help market leaders like Princess Cruises, General Motors, Zurich, HSBC, Dell, Amnesty International and Vodafone integrate their marketing processes and drive competitive advantage. For more info about Alterian, our Partner network or the Alterian Marketing Services Platform please visit, www.alterian.com.

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For more info, contact:
Kate Gordon
Ruder Finn
+44 (0) 117 909 9490
kgordon@ruderfinn.co.uk