Email marketing 'an increasingly scientific process'

Firms can use email marketing to embark upon increasingly sophisticated advertising campaigns, it has been suggested.

Writing for the Newcastle Journal, Carole White suggested that the channel has developed significantly over the last ten years.

She claimed that while email marketing was once used simply because of its low cost, the result of which was mountains of junk mail arriving in every consumer inbox, it is now a vital weapon in "an electronic battle" with business rivals.

Ms White explained that firms are now more aware of the need to exercise restraint when targeting potential customers, sending them only relevant materials likely to be of interest to someone of their profile.

By gathering relevant information about their customers, including gender, age, likes and dislikes, firms are able to increase efficiency and build consumer trust, she suggested.

"Email means that you can divide up your audience into groups according to behaviour and sell them things you know they will like," Ms White added.

Last week, US company smartFocus reported that email marketing is now more popular with consumers than direct mail promotions.

Written by Debra Hastings-Henry