Firms urged to 'share information'

Email marketing is not just used to pitch at existing and potential consumers, it is increasingly being used to share information, an expert comments.

Garry Edgell, of emailing marketing agency Rupiz Xpress, notes the rising use of the email platform has resulted in firms building greater consumer loyalty.

Direct marketing, he suggests, encourages greater client involvement.

"This has greatly enabled businesses to forge and maintain long term associations and create a loyal customer base," Mr Edgell remarks.

He urges firms to add a "call to action" within their email messages, to remind the recipients of the potential next step.

Previously, the organisation recommended businesses use email marketing as a tool for both acquiring new clients and strengthening existing relationships with consumers.

It stated the medium helps increase brand awareness, as well as launch new products and increase repeat sales.

Furthermore, Rupiz Xpress asserted email marketing can work as a lead-generation tool, aiding the discovery of relevant targeted prospects.