Email marketing relevance 'can pay off in spades'

Ensuring email marketing is relevant to its target audience can be highly beneficial for firms, it has been suggested.

Meghan Keane, the US editor of advice website Econsultancy, has claimed that businesses can enjoy a high return on investment by being sensitive towards the needs of consumers.

Commenting on recent research by Epsilon on the website's blog, she added that such promotions sent to a small number of people can even be more effective than producing generic messages for a widespread audience.

She added: "The study attributes the increase in offline actions to a variety of factors, but mostly marketers using savvy tactics like triggers, transactions, preferences, segmentation and other advanced analytics incorporated within their messaging."

Recent figures from StrongMail Systems found that 81 per cent of companies across the world plan to increase their investment in email marketing over the rest of this year.

Written by Debra Hastings-Henry