Effective email marketing 'requires effort

Advertisers must measure how much effort they are putting in to email promotions compared with the level of success they are getting, says a marketing site.
Successful email marketing involves putting some level of complexity into a campaign, but not too much, according to an online advertising website.
Marketing Sherpa highlighted the importance of balancing the effectiveness of a campaign with the amount of effort it takes to put together and maintain.
For example, the website pointed out that emails to house lists are not as valuable as emails that deliver content relevant to a segment, but it will involve more time to organise the latter.
"Effectiveness comes with a price. The high cost of too much staff time and effort that some tactics require can more than offset the value of using them," reported Marketing Sherpa.
It is also vital to stop any tactic that is not delivering results but is taking up a lot of maintenance time, which should be an easy decision for smart marketers, it added.
The website is currently calling for nominations for its fifth annual Email Marketing Awards.

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Email marketing 'works well in multi-channel approach'

An industry expert has told marketers that email is here to stay because of its ability to work well in multi-channel campaigns.
Email marketing is a key part of promotional campaigns and is particularly effective when used alongside other advertising channels, according to a sector commentator.
Chad White, research director at Smith-Harmon, wrote on Media Post's Email Insider blog that email is still very popular among marketers and research has shown that this is likely to continue in the future.
He cited research by Forrester Consulting for ExactTarget, which indicated that 81 per cent of businesses believe that email will be just as effective or even more so in two years time because of the way it fits into multi-channel campaigns.
Mr White commented that email marketing often forms the core of such advertising strategies.
"What's clear is that marketers who can best coordinate their channels and play to channel strengths will have a significant advantage over competitors who can't," he explained on the blog.
Last week, a spokesperson for Moneymagpie.com informed consumers that it can be a good idea to have an alternative email address in case one becomes swamped with email marketing.

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Consumers 'advised to avoid email marketing problem'

If people sign up to cashback websites they could be inviting a large amount of email marketing, so they should set up an alternate email address, says an expert.
Consumers should set up a separate email address when they take advantage of some special offers so that they do not get "bombarded" with email marketing, according to an industry expert.
Jasmine Birtles, founder of Moneymagpie.com and television presenter, claimed that when a person signs up to a promotional offer such as a cashback site, there is the chance they will be sent a lot of emails.
"They make their money through traffic and through reselling your data to other companies, which is why it is really important to come up with a separate email address," she explained.
Ms Birtles recommended setting up a free email address using a company such as Hotmail or Yahoo!, since even a website that does not pass on details to other companies will still send out at least one email a week.
Recent research by Kelkoo showed that 40 per cent of people have never used a cashback site before.

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Email Marketing

Email is sometimes taken for granted and underestimated. Its one of the most effective and cost effective marketing tools.