Targeted emails ‘key’
Targeted emails, containing information that is relevant to the customer, can help increase responses, it has been claimed.
Richard, chair of Benchmarking Hub at the Direct Marketing Association (DMA), claims that email marketing can be an "excellent channel" - both when used alone or as a constituent of an integrated marketing strategy with direct mail and telemarketing.
"One of the frequently touted benefits of email is the low cost," Richard Gibson, chair of Benchmarking Hub, DMA Email Marketing Council, said.
"It could also have a potentially negative connotation in so far as if little investment of resource is put into an email marketing programme then the likely returns will be lower because the recipients are receiving undifferentiated and untargeted messages."
The Direct Marketing Association UK is Europe’s largest trade association in the marketing and communications sector
"Email marketing can be very well used by small businesses and it often is," Mr Gibson continued.
"At the easy to execute level of the spectrum, most companies will be able to send a newsletter updating their customers and prospects of news, new developments in products."
