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Businesses need to see benefits of email marketing
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Despite booming levels of demand for email marketing, some company leaders are still failing to recognise the benefits of the marketing medium.
According to the Direct Marketing Association (DMA), demand for email marketing increased by 79 per cent between October 2004 and September 2005.
Its survey of leading email service providers also found that with improved delivery management systems the problem of spam was being overcome. Most were achieving delivery levels of 90 per cent.
Despite these improvements, Richard Gibson, chair of the email marketing council benchmarking hub thought that more company boards needed to consider the benefits of email marketing.
He said: "While it is no surprise that spam is a threat to the growth of email marketing, the lack of board level understanding of the value of email marketing must be overcome if it is to be regarded as an essential part of the marketing mix.
"I believe that the growth of online marketing and revenue in this area will emphasise the importance of using email to drive customers back to websites and will hopefully help focus the minds at board level and highlight the true value of email marketing."
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