Email marketing should 'be used in moderation'

Firms which inundate their customers with email marketing material could be making a "big mistake", it has been claimed.

dotCommerce's technical director Simon Bird said that while email marketing can be a useful tool the relatively low cost of sending a bulk mail shot means that the medium can easily be overused.

Mr Bird claimed that this could be a "really big mistake".

He added: "[Companies should] segment their data and not to send them offers constantly, but instead ask customers how often they want to be contacted and what information they want."

Mr Bird concluded that both small and large firms can be guilty of posting too many emails.

Recently, senior manager and new media specialist at PricewaterhouseCoopers Eva Berg-Winters said email marketing is an excellent way for professionals working in the sector to justify their advertising spend.

Written by Mark Hainsby