Wednesday, 06, Aug 2008 10:16
Few companies are able to conduct effective email marketing, it is suggested.
Proclivity Systems, a consumer insight firm, warns many companies fail to make the most of the medium as they are not targeting potential customers in an appropriate and relevant way.
"Email marketing is a little bit like singing in the shower. Everyone does it but few do it well," the company observes.
It suggests effective email marketing should have a "lower frequency and higher relevancy".
Sending only targeted emails can help build brand appreciation and recognition, the firm continues.
Marketing messages should be personalised and can be used to spread brand awareness, it adds.
Recently, industry reporter Kristina Knight told the online publication BizReport the most important element to keeping recipients happy with their subscription is the content.
She argued that if newsletters are interesting and engaging, people will continue to read them, noting consumers must feel they are benefitting from the messages.