Marketers to make emails more useful
Thursday, 31, Dec 2009 10:19
Businesses that send out email newsletters as part of their online marketing campaigns will likely improve the relevancy of their content in 2010.
This is according to Tink Taylor, managing director of dotMailer, who predicted that marketers will focus more on relevancy in the new year as it "gets results".
"The focus will be on ROI and tracking to conversion as opposed to worrying about opens and click-throughs by using more targeted emails, treating recipients as individuals and providing dynamic content," he explained.
He added that email marketing volumes are likely to continue to increase, along with spending on the medium.
A recent survey by Silverpop suggested that four in ten marketers intend to expand their email marketing budgets in 2010, with 47 per cent keeping spending steady.
Over half of respondents said they viewed increasing customer loyalty as their main goal for 2010, while 51 per cent plan to drive incremental revenue - rising to 65 per cent for those with bigger email marketing budgets.
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