SME are missing out by not using Email Marketing effectively
Internet marketing consultants appear to believe that email advertising is beneficial to their businesses, as new research has revealed that 40 per cent of industry players plan to increase their budgets in this area in 2010.
According to a survey conducted by Silverpop, 51 per cent of those asked would like to drive revenue through their email strategies, in spite of the fact that 36 per cent believe that the downturn will not be ending "anytime soon".
And chief executive of the company Bill Nussey noted that advertisers are aware of the role of relationship building in terms of implementing successful marketing campaigns.
"They understand the unique ability of email to engage customers," he continued, adding that it could prove profitable to link this with social networking.
"If the messages are timely and relevant, recipients will share them with their networks," Mr Nussey remarked.
It was also found that enhancing brand loyalty was a concern for 52 per cent of those participating in the study.
However, small and medium-sized enterprises do not appear to be as aware of the benefits of email marketing.
Recently quoting figures from a survey by Campaigner, Matt Ambrose of UTalkMarketing noted that 46 per cent of small businesses using this tactic is not a high enough statistic, regardless of the fact that 36 per cent have plans to bring it in during 2010.
Living Streams comment: In our experience, many companies subscribe to email marketing systems and load subscriber lists but then fail to compose and send emails in any sort of programme. It is also common for SME to not adequately track response to their marketing email or use this information to segment their subscribers and thus improve response rates. Then they give up - declaring email marketing a waste of time. This is why we encourage clients to partner with us to manage their email marketing.
Source: Silverpop
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