This is according to new research from Marketing Sherpa, which stated that some departments are currently "understaffed and overburdened" as a result of the downturn.

 

Therefore, companies are altering the ways in which they utilise their email content, with deliveries to house lists and sorting content relevant to individual segments being used by roughly the same amount of enterprises.

 

Both of these have a relatively high level of effectiveness, however sending content to specific segments requires around 30 per cent more effort than the other tactic.

 

Advertising in third-party newsletters, emailing to rented lists and sharing emails on social networks all require little effort to complete, but consequently are not as effective as the other two techniques.

 

Effectiveness comes with a price," the news source noted, adding: "The high cost of too much staff time and effort that some tactics require can more than offset the value of using them."

 

Marketing Sherpa recently published a case study featuring electronics manufacturer Wacom, which showed that email campaigns can be an effective way of generating interest in new products.