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Many opinion formers believe that overuse of email marketing puts it in danger of being swept into the trash can of marketing’s comms channels.
We think that email still has a vital role to play in developing brands, products and services. Used properly as part of an integrated campaign it is one of the most powerful tools available.
It is infinitely targetable, from an audience of millions to just one, it can raise your profile with new prospects, it is relatively low cost, and it is key to developing your database. Emails can be tracked and trends and results quantified, allowing honing and reshaping of your campaign for increased effectiveness.
The challenge is the same as with direct mail: not to end up in the bin.
