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New Media

Email marketing continues to evolve

06.07.2007
Some 88pc of Irish organisations are using email marketing to retain existing clients, nearly three times more than those using it to drum up new business, according to a new survey carried out by email newsletter specialists Newsweaver.

Newsweaver, whose clients include Meteor, Fáilte Ireland and Shell, surveyed a total of 94 of its clients in an effort to find out how businesses use email as part of their marketing strategy.

It was also found that nearly half of the survey participants stated that they used email to drive customers to their website, while 43pc used it to build brand awareness.

It further emerged that almost a quarter of the organisations used email marketing for internal communications.

As part of future plans for engaging clients, over 60pc of organisations said they were planning to use personalisation while almost half are hoping to add dynamic content.

“It is essential to keep your recipients engaged with your email – if not they will quickly delete or unsubscribe from you if the messages they receive are not relevant and personalised to them,” said Denise Cox, newsletter specialist for Newsweaver.

In an effort to keep their email marketing campaigns up to date with Web 2.0 trends many companies expressed interest in adding podcasting (25pc) and blogging functionality (23pc), while 20pc planned to use really simple syndication (RSS).

By Marie Boran

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