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Email marketing 'consistently delivers ROI'
Nov 25 2009, 11:07 AM
Email is an effective marketing tool and often delivers a solid return on investment, it has been suggested.
Email marketing consistently delivers a good return on investment and has become an important part of the marketing mix for many companies, it has been claimed.
Richard Wright, Marketing Manager at Epsilon International EMEA, suggested that many companies have started to warm to the idea of targeting customers through email.
"Email marketing has held its own during this financial downturn and marketers have recognised the advantage of the channel's measurability and cost effectiveness while their budgets have shrunk," he explained.
Mr Wright added that email marketing can be monitored effectively and offers companies a level of security they would not get from direct mail and press advertising.
The latest Direct Marketing Association National Client Email Survey report found that 70 per cent of businesses are planning to increase the amount they spend on email communication with customers over the coming year.
However, the report concluded that deliverability is the biggest concern for marketing professionals using email to target customers.
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