EMAIL MARKETING: Don't just send - email preparation
The UK market for email marketing solutions will be worth £148 million in 2005, up by almost 25 per cent on last year's £120 million, according to a recent report into the subject by online information provider E-consultancy.
Until fairly recently, email marketing was seen as a cheap way of contacting a large number of prospects, but consumer and regulatory demands are forcing marketers to look at quality as much as quantity. This in turn has prompted many B2B marketers to consider whether email might be a useful component, one worth adding to their marketing mix.
However, they are rapidly discovering that selecting a system that will support high quality use of this new technology is no easy task.