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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