Strategy 'key to email marketing'

High quality email marketing strategies are needed by all firms seeking to reach out to customers using this communication medium.

This is the claim of Mike May, head of insights at Real Magnet, who claims firms should always be taking "a long view" over issues such as design, content and potential incentives.

Writing for MediaPost's Email Insider blog, he claimed that while email marketing success can make "the cash register ring instantly", short-term gains are not the answer.

He stated: "You can probably imagine how your subscribers (and competitors) will react to one too many emails that miss its strategic mark, or don't deliver on the promise you made to people when they signed up.

"You don't need me to tell you how to create an email strategy."

In related news, the Participatory Marketing Network recently found that people aged between 18 and 24 are more likely to give up social networking websites than their email accounts.

Written by Mark Hainsby