Click-though 'the only definition of success'

The only definition of an effective email marketing campaign is one where recipients are encouraged to click through, it is claimed.

Sherry Chiger, the editorial director of industry magazine Catalogue/e-business, makes her comments as the publication launches its most recent issue covering email marketing success stories.

"Marketers aiming to punch up their email response could do worse than to look to these companies' efforts for inspiration," she urges.

The most successful messages offered relevant and interesting content, or were effective virally, meaning recipients forwarded them on.

Ms Chiger added that many people are ready to mock flawed email marketing campaigns but there is little industry recognition of the successful campaigns.

Online resource ClickZ notes that adding a viral element to email marketing efforts can help make excellent returns while gaining positive consumer responses.

However, it warned there is no definitive way of making a campaign successful.

Good ways of boosting success listed by the site include incentives and the promotion of friendly referrals.