Intelligent email marketing 'to come to the fore'

Businesses are likely to increasingly seek to deploy more intelligent email marketing campaigns over the next 12 months, according to one expert.

Speaking to Precision Marketing, Inbox chief executive Matt Ramsey explained that both brand and customer knowledge will become more important to companies in the field of email marketing in 2009.

He suggested that those making more effective use of customer data as part of their email strategies are likely to obtain greater value from their subscriber base.

"Looking at customer behaviour will result in emails becoming more relevant and ultimately more effective," he said.

Recent figures from Alchemy Worx indicated that email marketing activity surged by 43 per cent between August and November last year.

The average number of promotional emails sent out by marketers weekly was also found to rise gradually over the same period, as did the number of companies actually engaging in email marketing campaigns.