Econsultancy’s Email Marketing Platforms Buyer’s Guide 2010 shows email marketing is no longer used as just a cheap alternative to direct mail, building on its core function as an acquisition tool to become an integral part of retention strategies.
According to Econsultancy, the channel continues to grow despite the rise of social media, and is increasing being used in conjunction with the likes of Twitter and Facebook.
Econsultancy’s research manager Aliya Zaidi said: “Marketers have become more strategic in their approach to email marketing, with the channel being used to foster long-term relationships with customers, rather than just for short-term quick wins. Email marketers are moving away from email as an acquisition tool, to focus on retention and increase customer lifetime value.”
A separate study by a DMA (UK) shows high street retailers including Tesco, Boots and Argos have the highest approval rating among consumers when it comes to email advertising. Three out of every five survey respondents said they welcomed promotional material from such brands in their inbox.
However, the report does strike a note of caution, claiming 65 per cent of people find some content irrelevant.
Chris Combemale, executive director of the DMA, said: “The consumer has been clear in telling us what they like, what we’re doing well and where we need to improve in our digital marketing practices. As the most established digital channel, email understandably enjoys the highest degree of consumer confidence. However, social media and mobile are quickly finding their feet in their role as complementing, rather than competing with email marketing.”
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