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Email Marketing

 

The UK market for Email marketing platforms and services was estimated to be worth £178m by the end of 2006, a growth of 20% on 2005.

83.2% of marketers in a February survey by Datran Media, list email as their most important advertising tactic for 2007?.........Mainly due to its ability to drive incremental revenue; a reason cited by 55.3% of respondents.

Trends within this market include:

• More widespread take-up of best-practice email marketing as industry matures. Relevant and targeted email is becoming a reality.
• Greater sophistication in terms of integrating email marketing within the wider marketing mix.

Email Strengths:

• The market is maturing: email marketing is building a track record of success and is being taken much more seriously within organisations as a strategic tool and not just a tactical tool.
• Email is a cost effective and speedy way of delivering marketing and transactional messages.
  • The measurability of the medium means that return on investment can be demonstrated in tangible terms
  • Organisations are increasingly recognising the ROI potential of email marketing (compared to other channels) and how it is an essential and valuable part of the wider marketing mix.
• Consolidation within the marketplace will help to ensure quality as surviving players are forced to innovate and differentiate their value proposition for the benefit of clients
  • Competition means that email service providers need to invest in their products and services
• People generally like email: growing expertise and technological developments means that “right person, right message, right time” is increasingly becoming a reality
  • Email is an essential part of the multi-channel customer interaction jigsaw.
  • Expertise is improving both client-side and agency-side.
  • Consumers now have more power to influence the kind of information they receive and businesses are in a position to manage their expectations accordingly (thanks to improving technologies and functionality).

Email Marketing Guide

        

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