4th December 2008

Email marketing is king if you want to engage with your customers

The latest report from E-consultancy shows that 7 in 10 companies use email marketing as the most powerful way to engage with their customers.

The E-consultancy/cScape Online Customer Engagement Survey Report 2008 found that the overwhelming majority of companies surveyed (69%) agree that email newsletters have resulted in a tangible improvement in customer engagement.

Hollie Williams, Client Strategy Consultant at Adestra says: “Despite the growth of social media networks, blogging, video, microsites etc – this report clearly shows the best way to really engage with your customers is via email marketing. Timely, relevant and targeted newsletters help build long term loyalty as part of your online strategy.”

The future of email looks promising too: in terms of spending over the next 12 months, the report found there will be most investment in email newsletters, with 59% of respondents saying that their organisations will increase their spending in this area.

Linus Gregoriadis, Head of Research, E-consultancy adds: "Done properly, email marketing is a proven way of boosting customer loyalty and getting a tangible return on investment. Our research shows that email newsletters stand head and shoulders above other tactics as the most effective and tangible way of driving online engagement."

The success of email marketing as a customer engagement tool is due to a number of key reasons: email is a personal medium and once customers have opted in they are interested in receiving material from your company; it is ideal in a multi-channel scenario working alongside direct mail, call centre and website strategies; and it allows techniques such as behavioural targeting to be used that improve relevancy. In addition, using accurate tracking means the established metrics such as open rates and click-throughs enable marketers to demonstrate the effectiveness, and even ROI, of each campaign.

However it must be remembered that 43% of marketers cannot track the ROI from their email marketing – according to E-Consultancy/Adestra Email Marketing Industry Census 2008. Without accurate tracking, testing programs cannot be measured. Without measurement, improving your email marketing will always be slow progress.

Top 10 tips for effective email newsletters:
1. Segment, target and test – the golden rules
2. When to send – test different times of the week and follow-up non-opens/non-clicks/abandoned baskets
3. Implement ROI tracking – it may be simpler than you imagined!
4. Before sending – select relevant and informative subject line
5. Make call to action clear
6. Content – place key messages above the fold, not image heavy, keep it simple
7. Focus on each step: deliverability, opens, click-throughs and conversions
8. Data hygiene – it’s extremely important, keep it updated regularly
9. Set clear objectives for each campaign
10. Monitor user behaviour – even simple split tests can boost response

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About Adestra Ltd

Adestra is an industry leading, email marketing company operating in the B2B and B2C markets. The company is industry leading because it provides its clients with their best opportunity for strong sales results. Adestra achieves this through the combination of today’s most effective email marketing tool, MessageFocus, successful strategies to boost deliverability, and the best, most experienced brains in the business to help you turn large numbers of prospects into customers. Our own customers include Tiscali, Dennis Publishing, BBC Worldwide, LloydsTSB and British Red Cross.

For more information, please visit www.adestra.com.

Press Contacts

Jim Buchanan, PR Consultant
Em: Jim.Buchanan@adestra.com Tel: 07725 25 71 94

Published on: 12:00AM on 4th December 2008