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Email marketing must be targeted

Oct 24 2007

SMEs hoping to get the best results from their email marketing must target the right consumers with the relevant material, specialists have urged.

The Direct Marketing Association (DMA) maintains that marketing carried out in the correct manner can quickly justify its investment.

Commenting on the need for appropriate marketing techniques, Richard Gibson, chair of benchmarking hub, DMA email marketing council, says: 'Many studies show that the more relevant an email is to the recipient the more likely they are to engage with the sender.'

He adds: 'If you target customers with messages, relevant to their needs then the response rates over time should increase. They are also far less likely to unsubscribe.'

Meanwhile, research by e-consultancy, has shown that small firms are making their websites more user friendly in a bid to bag more customers.

Some 13 per cent of SMEs spend the majority of their internet budget on usability features.

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