E-mail marketing has been an important part of the online marketing mix for some time. However, the tools and techniques the e-mail marketing industry deploys and the data it relies on are becoming sophisticated by the day.

Spend is rocketing as more and more brands turn to e-mail to complement or replace traditional direct marketing channels, e-mail is the primary reason consumers go online and it is important brand’s considering implementing an e-mail marketing strategy- after web-design – capitalise on this without alienating their core audience.

Every genuine e-mail communication needs to be relevant and timely to ensure response for clients and a positive reaction from the consumer. The best advertisers are reaping the benefits of a transparent and accountable marketing channel and – if it continues to be executed correctly – e-mail marketing looks set to inherit the mantle of direct marketing.

In tomorrow’s post, we look at the challenges facing this fast-growing medium and how technological advances are making them easier to overcome.