Email marketing 'can be passed on by customers'

Companies can potentially attract new customers by using the loyalty of their existing clients, it has been suggested.

Writing for Econsultancy, industry commentator James Gurd noted that every email a company sends out to its distribution list should include a send-to-friend option.

He explained that this allows the customer to forward marketing materials on to other people they know, who they think may be interested in the particular promotion.

The send-to-friend button should land the customer on a branded form page allowing them to enter multiple email addresses, Mr Gurd explained.

"Reassure people that you will not use their friends' email addresses for marketing purposes, as from a Data Protection angle you can't do this," he added.

Last week, TransWorldNews warned that internet users should be looking for the most obvious signs of spam email.

Written by Mark Hainsby