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Product Extension Gives Clients New Insights Into Consumer E-mail Marketing
Chicago (November 13, 2006)- Marketers are continuing to innovate in e-mail promotions and advertisements, and Mintel is now able to show them exactly what consumers are getting in their inboxes. Mintel Comperemedia, a competitive intelligence service that analyzes direct mail and print media, has launched a new product that allows marketers to monitor e-mail. The first of its kind, Mintel Comperemedia's e-mail panel will give companies a unique insight into their competitors' acquisition and customer relationship management (CRM) strategies.
"The E-mail panel is an exciting new step for Mintel Comperemedia," said Tony Yoxall, director of global product development for Mintel. "Our clients will now be able to ensure that they are one step ahead of the competition. E-mail provides a direct link to consumers that can be highly customized, and we want our clients to understand how to make the medium work for them. The faster delivery of e-mail doesn't guarantee better results, but it does demand timely competitive intelligence. With our e-mail panel, clients can see the contents of a consumer's inbox within a matter of days."
The new e-mail panel allows companies to monitor their competitors within Mintel Comperemedia's key coverage areas: credit card, banking, investment, telecom, insurance, technology, travel, mortgage and loan.
Leveraging Mintel Comperemedia's media monitoring platform, clients will be able to view, search and analyze the actual e-mails that consumers receive from companies. In addition to tracking e-mail strategy for competitors, companies can also use the panel to track campaign timing and frequency, allowing them to react quickly.
"E-mail-based marketing programs can be expensive, especially when they are unsuccessful," said Yoxall. "Our new product removes key unknowns, giving our clients the best possible tools to understand their competitive space."
Mintel Comperemedia provides competitive intelligence for businesses looking to advance and improve their direct marketing strategy. Tracking direct marketing (including mail, email and print advertising) targeted at consumers, small businesses and insurance agents, Mintel Comperemedia offers a unique perspective on everything from banking trends to insurance trends to credit card statistics. For more than 38 years, Mintel has provided insight into key worldwide trends, leading the industry for consumer, product and media intelligence.
Joanna Peot
Public Relations Executive
312-628-7946
jpeot@mintel.com