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EMAIL NEWS: Offline data can boost ROI from email campaigns

CCR Data has revealed marketers can benefit from a 10 per cent order increase if postal and email data are merged.

The data company says only social media and email received an increase in spend in 2009 indicating email is far from dead. It has launched ‘email append' a tool that matches a database onto a pool of permission based email addresses allowing marketers to target offline contacts online.

Email marketing's reputation has suffered due to ‘batch and blast' techniques, ill targeted and irrelevant campaigns. However, CCR highlight the recession has seen an increase in it due to its cost effectiveness. Its new tool is designed to increase ROI even further.

Ed Spicer, MD of CCR Data explains its customers were looking for such a tool to be made available. He says, "Over the last year a large number of clients have increasingly asked us for help with their email activity and specifically how they could utilise their existing databases for email marketing."