Email marketing growing in sophistication
Tue, 03 Nov 2009
Email marketing is an increasingly viable option for firms looking to drive revenue on a budget, it has been suggested.
Industry commentator Carole White explained that the sophistication of the channel has increased dramatically over the last decade, meaning it does not simply involve mounds of spam and irrelevant junk being sent to mailing list subscribers.
Writing for the Newcastle Journal, she said email marketing is now embraced because of its ability to attract customers, not merely to keep advertising costs low.
Ms White described the medium as a key weapon "in an electronic battle" with business competitors.
She said firms are now more aware of the need to send consumer-targeted materials, maximising customer retention.
Companies are able to build the trust of their stakeholders by gathering information on their age, gender, likes and dislikes, and use this analysis as the bedrock of their customer contact strategies, Ms White added.
She said: "Email means that you can divide up your audience into groups according to behaviour and sell them things you know they will like."
According to smartFocus, email marketing is now a more popular channel with consumers than direct mail.
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