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Businesses Waste Email Marketing Opportunities 29 April 2008

Most entrepreneurs and even businesses are wasting the powerful opportunities that the email channel presents, despite the growing popularity of email marketing, according to enterprise marketing platform provider Alterian.

To date its free online interactive assessment (www.alterian.com/quiz) has received more than 700 responses from marketers, agencies and marketing-service. The tool takes an in-depth look at how marketers personalise, automate, segment, track and report on email campaigns.

The results so far demonstrate that many marketers have an opportunity to greatly improve the returns of their email marketing investment.

Especially as Alterian’s fifth annual marketing survey – a comprehensive analysis of spending and investment priorities for the industry based on responses from almost 900 marketers, agencies, marketing services providers and systems integrators – reveals that 81 per cent of participants plan to increase marketing spend on email efforts over the next 12 months. 

Forrester Research also reports similar trends: “In the coming year, we expect email marketers to make a priority of improving email sophistication by investing in analytics, customising message frequency, and using email data to inform other marketing efforts,” commented Forrester Research Analyst Julie Katz, in the report titled How To Move Email Marketing Forward In 2008, February 2008.

So what are your plans for email marketing? How can you improve its effectiveness? Have you tested any new approaches recently? I’d LOVE to hear from you!

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5 Responses to “Businesses Waste Email Marketing Opportunities”

  1. savvyclicks Says:

    Traffic exchange is an excellent source for free online advertising. Advertising on a traffic exchange is an art. The most effective way is to NOT submit your blog or website directly. You should use a squeeze page to capture leads to build your list. You can then email your list about your blog or website using an autoresponder like aweber.

  2. Productive Internet marketing depends upon a reasonable budget. There actually is a good deal of truth to the old adage that you have to spend money to make money. By budgeting wisely, you will be able to get the greatest advantage from the money you do spend on marketing and promotion.

  3. I agree with Savvyclicks, above. Find ways to bring in traffic and then utitlize Aweber. It is excellent and the support is terrific. I have never been disappointed with them.
    Tom Troughton

  4. Bob Bland Says:

    I have tried companies that send mass emails to supposedly ‘opt-in’ subscribers but with little success.
    I think having a decent budget is the key.

  5. Hi everyone

    Thanks for stopping by and your useful comments.

    The key to email marketing is to build trust, and this is facilitated by building a relationship over time. My more recent blog post “Now is NOT the Time to Stop Emailing” goes more into detail on this:

    http://blog.mediaminister.co.uk/2009/03/05/now-is-not-the-time-to-stop-emailing/

    Hope it helps!

    NB: Please note my NEW blog address (I haven’t posted to this one for quite some time now):

    http://blog.mediaminister.co.uk


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