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Datran Media Proving That Well-Executed Email Marketing Drives Business



New York – Email marketing, under tremendous scrutiny since the passage of the Can Spam law in 2003, has been regarded by many as a less-desirable means of driving business online since.

That company, Datran Media, announced today that it has driven more than 13 million transactions 2005 year to date. Transactions are defined as: purchases, registrations, requests for more information, and customer sign-ups for a product or service (customer acquisitions). Results like these have made Datran Media one of the hottest performance marketing firms in the country.

“More than a year prior to the passage of CAN-SPAM, Datran Media had shifted our email marketing model toward increased contextual relevance – with a basis on consumers’ interaction with brands they know and trust,” said Sean O’Neal, Chief Marketing Officer, Datran Media. “The same principles that work in brand protection work in email marketing. If marketers provide meaningful value to consumers, based on their interaction with brands they trust, it’s far less intrusive – and far more effective.”

After two years of dramatic growth, Search Engine Marketing has continued to remain hot, primarily because of its essential attraction. Search’s “pull” model, rather than the “push” model of traditional marketing enables marketers to avoid bombarding consumers with marketing messages. Instead, Search delivers marketing messages only when a consumer seeks relevant information.

However, intelligent database-driven email marketing employs rich consumer profiles to determine which consumers to contact, when to contact them, with what offer and with what frequency. According to eMarketer, while 77% of US online advertisers employed sponsored search listings, 71% used email marketing in 2004 – a negligible and perhaps surprisingly small difference in media allocation.

“No matter what kind of message a marketer hopes to employ via email, the three things to remember are relevance, relevance and relevance,” said Mr. O’Neal. “Any consumer interaction with a brand or promotion on the web or in an email is potentially a triggerable event. Leveraging the right technology to time the delivery on a bespoke basis with the right offer can drive tremendous results. We make it happen for our clients every day.”