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October 05 2007
e-Dialog creates new term for measuring effectiveness
e-Dialog unveils Relevance Trajectory Methodology as a new buzz phrase to collect KPI in email marketing...
... or at least that's what I think it happening.
The press release could barely contain its excitement:
The Relevance Trajectory is the first methodology of its kind to define the essential factors that comprise relevant e-mail communications and provide a mechanism for scoring programmes based on these elements. This rating enables marketers to benchmark their programmes and identify specific opportunities for improving e-mail relevance. With these pieces in place, marketers can then follow a step-by-step process for putting an execution plan in place to move up the Relevance Trajectory and advance their programmes.
“Until now, no clear definition or KPI has existed for e-mail marketing relevance, nor have marketers had a comprehensive framework for identifying specific applications of relevance that will increase e-mail productivity,” stated John Rizzi, president and CEO of e-Dialog. “The Relevance Trajectory is a series of logical steps of information gathering, opportunity identification, programme development and results measurement that form a roadmap for continuously improving e-mail marketing programmes. E-mail marketers need to know they can take several incremental steps toward achieving relevance instead of trying to ‘boil the ocean’ all at once.”
In case you've not yet managed to head over to the Relevance Trajectory home page we can reveal that "The Relevance Trajectory methodology outlines six factors of relevance – segmentation, lifecycle management, triggers, personalisation, interactivity, and testing and measurement". All good stuff, but we're not quite sure whether it merits a "TM" claim for bundling the activities of interest and common practice to email marketing professionals.
We'll be speaking with our friends at e-Dialog to get beneath the claims on this, but in the meantime please do add your thoughts on necessary components for an email marketing methodology in the comments.
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