Monday, July 09, 2007

E-Mail Marketing Builds Retention

Successful websites tend to pay considerable attention to search optimization and navigation to encourage people to find and spend time on their websites, but we shouldn't underestimate the importance of e-mail marketing in building stickiness.

A new report from e-consultancy says spending on e-mail marketing in the U.K. increased by 20 percent in 2006, and the firm suggesting that investment was money will spent.

Building loyalty and brand awareness are the top benefits as despite concerns about spam and information overload, people do read the e-mails that they subscribe to.

The price of administering an email campaign is going down too, as popular open source program OpenEMM is now available for download. Originally for Linux, the Windows version enables companies to implement, manage and track e-mail campaigns. E-mail marketing should be closely tied to analytics to make sure that its value is correctly ascertained.

Posted By John Gartner at 02:56 PM
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