Email marketing

Paul Bates, StrongMail

Following seven habits can help to deliver maximum return from an email marketing strategy. These are: be relevant - market to the right audience; manage email frequency carefully; test your content; use graphics wisely; embrace personalisation within the email template; develop a flexible response strategy; and pay attention to data management.

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...

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