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Firms urged to embrace email marketing
Companies can help increase both customer numbers and retention through the effective use of email marketing, a new report suggests.
Last year saw a 20 per cent year-on-year increase in the amount of money British firms spent on email marketing, up to a 2006 total of £178 million, according to e-consultancy.
The report notes that firms should work to capture the email address of a customer at various stages of them using a website, allowing future Marketing related to a specific purchase or a chase-up if an attempted purchase is not completed.
As well as increasing customer numbers, the consultancy also argues that using email marketing to offer rewards and incentives to existing customers is a very effective way of boosting retention and encouraging further sales, as well as developing that all-important customer loyalty.
This also has the added bonus of feeding into positive awareness of a company, making individuals more likely to discuss the firm and its products with friends, and helping keep the business well recognised overall.
The report also recommends tying email marketing into web analytics programmes, allowing structured feedback on the success of individual campaigns as well as more data to boost the likelihood of future campaigns succeeding.
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Study: Email marketing works.
Search Marketing news posted on 09 July 2007
