Expert predicts need for firms to improve email marketing best practice

The growth of email marketing as a channel is set to encourage firms to up their game in terms of best practice, it has been claimed.

David Kearney, chief executive of marketing firm Boomerang, has suggested that as more and more growing businesses turn to the channel, a "preponderance" of both good and bad messages will reach consumer inboxes.

Because of this, he has predicted that companies will need to improve the way they use the channel, by making communications more relevant and timely to the needs of the recipient.

He explained: "It is incumbent upon the leaders in email marketing to set the tone as we enter this period of expansion.

"Best practices in email marketing will become ever more crucial as businesses work harder and harder for their messages to be heard above the din of millions upon millions of email marketing messages."

Recent figures from Constant Contact revealed that 97 per cent of firms regularly use email marketing to keep in touch with their clients.


[businessstrata]