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Email 'essential part of online marketing mix'

Posted 10th December 2009.

Companies with an online presence should ensure that email marketing makes up part of their online promotional mix, it has been claimed.

According to Epsilon International, the technique has been proven to deliver return on investment.

Richard Wright, marketing manager for the group for Europe, the Middle East and Africa, commented: "Email marketing has held its own during this financial downturn and marketers have recognised the advantage of the channel’s measurability and cost effectiveness whilst their budgets have shrunk."

He added that the campaigns can be monitored in real time and offer firms a high level of security.

Earlier this month, studies by Epilson revealed that 18 to 25 year olds are more receptive to free products or discount offers, with 66 per cent of people in this age group responding to these subject lines.

Just 33 per cent were found to respond to breaking news, general information or new product announcements.

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