InsightIQ Blog

Is email marketing recession proof?

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Mar 17 2009

In these economic times, marketing budgets are tight and email provides a lower cost medium and applied with segmentation and personalization techniques could be a high ROI medium. More and more marketers are looking towards to email to engage customers and have relevant messaging but also monetize ad revenues by targeted advertising.

According to the "Retail E-Mail Year-End Trends for 2008" report, promotional e-mail volume accelerated in October and reached a peak in December when retailers sent consumers a monthly average of 14.6 e-mails (source: eMarketer study).

Studies have found that explicit permission based email marketing programs are much more successful. While getting consumers to sign up could be a difficult process, permission based email programs are much more successful as the content is much more relevant and personalized and allows for analytics on registration data.

There are some challenges to email marketing as well. SPAM scoring and filtering technologies are becoming more refined and consumers are using alternate media like to control their relationship with the organizations.

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Leave Your Comment Comments

May 8 2009

Kinexus Internet Ltd said:

"Brilliant! You added me lot. It is very nice when someone think about this type of subject and make it very easy to understand.

Thank you and best of luck!"

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