Email Marketing Expert David Kearney, CEO of Boomerang, Cites New Research from the CMO Council as Evidence in Support of Using the Slingshot Content Management System
(Palo Alto, Calif. - Jan. 26, 2010 - Boomerang.com) Tools available from Palo Alto, Calif.–based email marketing services provider Boomerang.com help marketers to create messages that remain relevant—and avoid becoming a nuisance—to recipients. New research from the CMO Council has strongly suggested that a preponderance of communication, especially if unfocused, can sour a target audience's receptivity to messaging and hamper efforts to foster loyalty among existing customers. Automating, simplifying and consolidating the creation of email newsletters, Boomerang's recently launched content management system (CMS), Slingshot, assists in combating this kind of disaffection among recipients of the communication, noted email marketing expert David Kearney, CEO of Boomerang.
"The key to retaining readership of the email marketing messages is to exercise moderation and relevancy," said Kearney. "A company using email communication as a part of its marketing strategy must send relevant messages and curb arbitrary distribution. Target audiences that receive timely, meaningful messages are more likely to react favorably. This ultimately fosters loyalty to the brand. A CMS like Boomerang's Slingshot is the missing link that enables organizations to effectively communicate via email."
A veteran of MIPS Computer Systems, Kearney has filled many roles in marketing and engineering for the high-tech industry. Before co-founding the award-winning email marketing firm Boomerang in 1991, he earned an MBA from Cornell University's S.C. Johnson Graduate School of Management. Kearney's articles on email marketing have appeared in business periodicals such as DM News, and publications such as AllBusiness have quoted him on his email marketing expertise.
Too much spam and junk email are among the items topping the list of negatives that customers associate with loyalty, according to new research from the CMO Council comprising responses from more than 700 consumers. More than 50 percent of consumers, whose responses contributed to the CMO Council's report ("The Leaders in Loyalty: Feeling the Love from the Loyalty Club"), indicated that their household incomes exceeded $100,000 at the time they took the related survey in Q3 and Q4 of 2009.
Although the CMO Council's research zeroes in on loyalty programs, which are largely the domain of retail marketing, Kearney drew logical parallels with customer loyalty in general. And he directed would-be email marketers to Boomerang's Slingshot CMS, a tool designed to help them manage their campaigns.
"A solid, user-friendly CMS goes a long way in helping email marketers to consolidate outreach as they reach out to target audiences," said Kearney. "Slingshot provides the best framework available to make this possible."
Readers may learn about Slingshot by clicking here. Unlimited authors may post unlimited articles to the Slingshot CMS, which bears the brand of the organization using it. Capable of being fully integrated with BlastWizard, Boomerang's award-winning email hosting tool—which itself features full integration with salesforce.com—Slingshot automatically populates an email newsletter template of the user's choosing with articles from the CMS.
Several companies offer small business email campaign tools, but Boomerang is alone in approaching email marketing for small business in a customized, tailored way to create individualized email campaigns for clients. Boomerang's consultants are able to draw on a legacy of experience that the company has with enterprise clients, whose needs for email marketing campaigns have imbued Boomerang with the kind of institutional knowledge that yields best practices. In 2008, users of salesforce.com voted Boomerang's email hosting tool, BlastWizard, "Best Mass Email Tool." Boomerang's email marketing video training is available for free to anyone.
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About David Kearney, Email Marketing Expert
A 25-year veteran of high-technology, Boomerang CEO David Kearney began his career at Digital Equipment Corporation and has since carried out myriad roles both in marketing and engineering for the high-tech industry. Before founding the award-winning email marketing firm Boomerang in 1991 with wife Elaine Kearney, he earned an MBA from Cornell University's S.C. Johnson Graduate School of Management. A former engineer with the MIT-inspired high-tech firm Massachusetts Computer Corporation (MASSCOMP) before that company purchased and assumed the name of Concurrent Computer Corporation, Kearney later served as product line marketing manager for MIPS Computer Systems (now MIPS Technologies, Inc.). Kearney's articles on email marketing have appeared in business periodicals such as DM News, and publications such as AllBusiness have quoted him on his email marketing expertise. Readers are welcome to visit the Boomerang Email Marketing Blog (blogs.boomerang.com).
About Boomerang
Boomerang helps email marketers get superior results from their email marketing campaigns. Unlike other email marketing campaign service providers, Boomerang draws on a wealth of ongoing experience in serving enterprise customers such as AT&T, Dell | ASAP Software, ADP and Time Warner Cable to help each of its small business clients individually develop the most effective campaign possible. Able to be integrated with Microsoft Outlook® and clients' various existing databases, Boomerang's BlastWizard for hosted email won the 2008 "Best Mass Email Tool" from the customer relationship management (CRM) tool salesforce.com. Customers can also create custom email applications using Boomerang's Application Programming Interface (API).
The media and anyone else interested in learning more about Boomerang may contact:
Sandra Watters
Corporate Account Manager, Boomerang
2100 Geng Road, Suite 102
Palo Alto, CA 94303
(650) 798-1038 direct
(800) 779-7792 x138 toll free
swatters AT boomerang DOT com
FAX: 650-688-4303
boomerang.com
blogs.boomerang.com
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