Email marketing ‘has a place’

Although some experts claim email marketing is being made redundant by social media, the latest research by Econsultancy shows quite the opposite.

As reported by MyCustomer.com, the UK market for email marketing grew by 15.5% last year with the value for platforms and services rising to £388 million. The figures have been drawn from email service providers, the cost of internal staff resources for email and spending on agency services.

The research indicates that this boost to email marketing is being strengthened by cross-channel campaigns and according to Econsultancy’s research manager, Aliya Zaidi, the key factor for marketers to master now is relevance. She suggests: “The growth of social media and greater volume of emails means companies can simply no longer afford to ignore email tactics that will increase the effectiveness of their campaigns, including personalisation, targeting and segmentation.”

By integrating email marketing solutions, businesses can create focussed, segmented campaigns based on the use of their website by prospects, such as keywords, downloads and number of visits. The technology can also provide real time statistics on open-rates to ensure marketers can concentrate on warm prospects while companies improve overall communications with customers.

Visit Profunnel for more information on targeted email marketing.