Firms aware of email marketing potential
Tue, 27 Oct 2009
The majority of companies now recognise the various benefits of email marketing, it has been suggested.
Industry commentator Douglas Quenqua said that extending the reach of email messages is "an intriguing idea" to almost all marketers in the current business environment.
Writing for DMNews.com, he explained that the potential for firms to stretch their budgets further using this low-cost channel is a major appeal.
Accordingly, Mr Quenqua said email marketing remains "on a significant upswing" as firms seek to do more with less.
He told the website: "It's an affordable, highly targeted channel with almost no start-up costs, and it hits consumers where they spend most of their time online: right in the inbox."
Earlier this week, Mike May, head of insights at Real Magnet, claimed that having a clearly identified, quality strategy can be key to the success of email marketing campaigns.
He suggested that "a long view" should always be taken over issues such as design, content and potential incentives, with firms looking to the long-term benefits rather than short-term gains.
Mr May said firms that bombard their subscribers with irrelevant mail risk alienating them and ultimately losing their custom.
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