Email Marketing News
Email marketing 'a good way of testing promotional offers, messages'
Wednesday, 5 November 2008Email marketing can be a good way to test the effectiveness of certain promotional messages and special offers before they are rolled out across other channels, according to one expert.
Writing in a column for DMNews, Eric Cosway of QuantumDigital explained that email represents a quick way of testing messages and offers through sending emails to a sample of the target audience.
This sample should be separated into groups to which different emails can be sent to see which messages and offers work best, he said.
"The marketing message or offer that receives the highest response rates can then be expanded into a full-scale, integrated campaign including both direct mail and email," Mr Cosway stated.
He added that another effective use of email marketing is combining it with direct mail to improve brand awareness.
Last month, a survey by the eMetrics Marketing Optimisation Summit showed that 83.6 per cent of businesses intend to increase or maintain spending on email marketing during the economic downturn.