Email Marketing News
Traditional email marketing 'may be most successful'
Wednesday, 12 November 2008A new study has suggested that traditional methods of email marketing may be more successful than their newer counterparts.
The survey of 1,965 UK consumers by YouGov for e-Dialog showed that just 12 per cent would be more likely to click on a link in a marketing email to messages connected with social networking, videos and microsites.
However, e-Dialog warned that email marketers should not take a one-size-fits-all approach to their campaigns on the back of this finding, as a fifth of 18 to 24-year-olds indicated a preference for social and multimedia messaging.
Simone Barratt, UK managing director for e-Dialog, said: "Brands and the industry must not become seduced by emerging media and channels for their own sake.
"The basic principles of delivering the right message to the right audience at the right time and on the right channel still apply."
The research also indicated that firms would do well to include customer reviews and recommendations in their email marketing messages, as 36 per cent of Britons would be more likely to take up an offer if the email contained such content.
Earlier this year, a JupiterResearch study indicated that 44 per cent of marketing email recipients have bought at least one item as a result of such promotional messaging.