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Munich (pte030/15.04.2003/13:35) - A bench-mark study by software and service enterprise eCircle http://www.ecircle-ag.com sites six factors for successful marketing through email newsletters. If done well, email-marketing can bring companies better business, eCircle reports. The first of such bench-mark studies analysed 68 newsletters of leading German enterprises, in which the total result had a sobering 57.3 points out of 100.
According to eCircle, many businesses are not aware what constitutes a good newsletter. The six factors, all starting with 'p', that make a successful newsletter in email-marketing are as follows: Place (the registration process), Process (data protection), Permission (sending), Perodicity (personalisation), and Presentation. The effect of the six different factors on the success of the newsletters varies.
According to eCircle, every second enterprise has a huge deficit, the weakest markets being finance and car manufacturing. The strongest markets are media, IT and tourism, which show above-average values. Individual enterprises are graded with "excellent results" because of their integrated concepts and homogenous newsletter strategies.
The newsletter itself should be seen as an online customer newspaper, which would improve the quality and marketing of the newsletter, eCircle concludes .
The study can be purchased for 149 euros at eCircle.
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