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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