Is Email Marketing on the Increase?

A recent study showed that email marketing is on the increase, with businesses of all sizes choosing to use email as a way to promote their products and services.  The study, conducted by marketing software provider Alterian, targeted 500 online marketers, service providers, and advertising agencies.

According to the results, 81% of respondents plan to increase their email marketing efforts in the next 12 months.  

A spokesman for Alterian commented on the results: “These figures certainly indicate tremendous opportunities for marketers to use email and online marketing techniques linked with traditional direct marketing tactics to establish competitive advantages and serve customers better than ever.”

Of the 500 companies that took part in the survey, around 35% are actively using email marketing in conjunction with other online marketing methods (advertising, PPC) whereas 18% treat their email marketing activity as a standalone channel.

Many have found the transition from traditional marketing methods to email less than smooth, with 32% claiming they have experienced difficulties integrating existing customer data into their email marketing system. There is still a hint of resistance to full-on acceptance of email marketing, with 36% of companies polled running separate departments to handle online and offline activity.

Interestingly, the survey turned up an unexpected trend: whilst mid-sized campaigns (1-10 million emails per month) were generally outsourced, the smallest and largest campaigns (more than 10 million email per month) tend to be handled in-house.

SUMMARY

It really does work.  And the beauty of the Immediasite system is that it only takes a few minutes to put your email newsletter together and send it out.  Best of all, you can check the results to find out who clicked through to your website from the newsletter.  Even if they don’t buy from you straightaway, it shows they may be interested.  You can then follow up with them by phone or email.  You can also target specific groups with email newsletters geared to their particular interests.
© Immediasite Ltd, 2007