Email Marketing News
Businesses urged to avoid hidden email marketing costs
Wednesday, 29 October 2008UK companies need to do more to avoid paying more for their email marketing campaigns than is necessary, a new report has suggested.
According to Adestra, marketers are spending too much time carrying out manual email tasks such as producing and administering strategies, rather than focusing on targeting and optimisation, UTalkMarketing reports.
The company urged businesses to review the way in which they undertake their email marketing campaigns to avoid incurring extra costs, particularly as the financial crisis continues to bite.
"Emarketers are forgetting the hidden costs such as how they're spending their time on email marketing," commented Hollie Williams, client strategy consultant at Adestra.
"Clearly they're having trouble prioritising key tasks to boost ROI - extremely important in a recession."
A recent study by Constant Contact revealed that the majority of US small businesses believe email marketing is the most effective promotional strategy for the Christmas season.