26/08/08
Email marketing showing rapid growth
Advertising cutbacks aren’t affecting growth of email marketing. New research shows growth among the increasingly popular medium is expected to grow by 24 per cent to £274m in the next year.
Research in E-consultancy’s 2008 Email Marketing Platforms Buyer’s Guide predicts companies will increase their focus on email marketing. The guide notes that email becomes more integrated with a marketing mix it will draw more attention from advertisers.
Marketers who aren’t doing so now, the study says, will start turning their attention to the email’s potential. The truly savvy visionaries will being building their customer lists, improving customer analysis and concentrating on email marketing as a serious aspect of their overall efforts. A better understanding of ROI with email campaigns will only serve to increase spending in that area.
A global credit crunch and increasing economic issues mean the importance of email marketing will become a vital part of companies’ retention strategies as well.
E-Consultancy says the new trends in email marketing include:
- Companies increasing their focus on email marketing as it becomes more integrated within the marketing mix.
- Better understanding of ROI is leading to increased investment.
- Credit crunch and worsening economy increases the importance of retention marketing.
- Continued polarisation of low-cost and value-adding ESPs.
- Savvy company marketers turn their attention to building and improving lists.
- Companies seek to learn more about customers to make messages more relevant.
Linus Gregoriadis head of research E-consultancy says: “Despite the general economic downturn, email service providers will continue to prosper. In turbulent times, it makes more financial sense than ever for companies to focus on marketing to their own customers and prospects. Companies are continuing to invest in strategic email services over and above the basic broadcast of email.”
He adds: “Marketers increasingly want to segment their audiences and tie in their email activity with Web analytics in an attempt to make communications as relevant as possible. Spending on email marketing is proving to be more cost-effective than other areas of digital marketing.”
The growth of the market reflects the total revenue of email service providers (ESPs) operating within the market.
Marketers who aren’t doing so now, the study says, will start turning their attention to the email’s potential. The truly savvy visionaries will being building their customer lists, improving customer analysis and concentrating on email marketing as a serious aspect of their overall efforts. A better understanding of ROI with email campaigns will only serve to increase spending in that area.
A global credit crunch and increasing economic issues mean the importance of email marketing will become a vital part of companies’ retention strategies as well.
E-Consultancy says the new trends in email marketing include:
- Companies increasing their focus on email marketing as it becomes more integrated within the marketing mix.
- Better understanding of ROI is leading to increased investment.
- Credit crunch and worsening economy increases the importance of retention marketing.
- Continued polarisation of low-cost and value-adding ESPs.
- Savvy company marketers turn their attention to building and improving lists.
- Companies seek to learn more about customers to make messages more relevant.
Linus Gregoriadis head of research E-consultancy says: “Despite the general economic downturn, email service providers will continue to prosper. In turbulent times, it makes more financial sense than ever for companies to focus on marketing to their own customers and prospects. Companies are continuing to invest in strategic email services over and above the basic broadcast of email.”
He adds: “Marketers increasingly want to segment their audiences and tie in their email activity with Web analytics in an attempt to make communications as relevant as possible. Spending on email marketing is proving to be more cost-effective than other areas of digital marketing.”
The growth of the market reflects the total revenue of email service providers (ESPs) operating within the market.