The use of email marketing has been highlighted as important to advertisers in a new study revealing that the majority are expecting to increase their expenditure on this promotional strategy in the next year.
According to the latest Direct Marketing Association National Client Email Survey, seven out of ten online professionals plan to do this over the coming 12 months, although they do not appear to have best practice processes currently in place.
Of those asked, under half admitted to having a current policy relating to maximum email contact frequency, while a just a quarter are capable of calculating the value of email addresses.
And 12 per cent of participants in the study do not know how many emails to send out per address each month.
Furthermore, deliverability was revealed to be advertisers' biggest concern, with conversion rates, return on investment and reputation also topping the list of issues.
Marketing manager of Epsilon International EMEA Richard Wright remarked upon these figures, stating that the use of email is likely to grow at the cost of other channels, such as direct mail and press advertising.
"In comparison to many other weapons in the marketing arsenal, email has consistently delivered return on investment and become an integral part of the marketing mix," he said.
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