Email marketing worth investing in, says DMA

26th October 2007

An email advertising campaign can be a good investment, claims the Direct Marketing Association (DMA).

It said that studies have shown that if an email is directly related to the needs of the customer, they are likely to engage with the company and respond appropriately.

"If you target customers with relevant messages, relevant to their needs then the response rates, over time should increase," said Richard Gibson, chair of the Benchmarking Hub, on the DMA Email Marketing Council.

He explained that "relevancy, segmentation, targeting and analysis" are the issues to take into account when planning an email marketing campaign.

A survey by digital solutions company Vigorate showed that 50 per cent of businesses did not take full advantage of an email marketing campaigns for "fear of being perceived as a spammer".

The survey also revealed that 73 per cent of businesses allocated less than 20 per cent of their budget to the email advertising.