Best practice: Email marketing
Paul Bates
MAXIMISE EMAIL EFFECTIVENESS
Email marketing, if done correctly, is a great equaliser for small and medium-sized companies. However, it has to be done correctly, and enterprises need to establish a consensual relationship with their customers to achieve maximum impact.
A recent report from analyst firm Forrester in June predicted that, by 2014, companies will spend over £1.2bn on email marketing in the US alone – an 11% compound annual growth rate. Yet it predicts that much of this spend will be wasted because messages are targeted inappropriately, or not at all, and end up...