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Unified Communications Featured Article

February 22, 2010

E-mail Still the Driving Force in Marketing: E-mailvision

By Calvin Azuri, TMCnet Contributor

In 2009, more than one-third of companies increased spending on e-mail as per the figures published by MarketingSherpa. This year, E-mailvision a company that delivers Software-as-a-Service for e-mail marketing, predicted that mobile marketing, social media integration and strategic campaign planning will encourage increased investment in e-mail and online marketing .

The year 2009 witnessed strong growth for retention-based e-mail marketing despite the global recession.
Jacques Prothon, country manager of Netherlands at E-mailvision, selected three key trends which will make a significant impact on e-mail marketing over the next twelve months. The first trends is that e-mail marketing and social media will feed off one another. For example, integrating social media into e-mail marketing will enable a brand to improve the performance of both mediums. Moreover, recipients spread the content virally and encourage others to opt-in and receive future mailings. Hence, it is critical to bring e-mail marketing and social media together when growing mailing lists organizally.
The second trend identified by Prothon is that adoption of mobile marketing is set to rise significantly. Since customers are increasingly relying on mobile devices for communication and messaging, mobile marketing has become a natural extension when building a multichannel engagement strategy.
Mobile marketing is essentially divided in two segments, smartphones and SMS. In the case of smartphones, e-mail should be optimized prior to sending, as the devices usually don't support Flash animation. In the case of SMS, combining campaign management for e-mail and SMS will let brands manage customers more effectively. 

For example, when an SMS offer is sent to a customer based on an e-mail he has opened, the chances of a sale increases.
The third trend is that emphasis should be on strategic campaign planning. A strategic plan will help brands to align and integrate e-mail campaigns with all marketing activity, thereby ensuring they are effective. According to Prothon, it is important for marketers to stay ahead of the curve in terms of consumer attitudes and the channels they choose to use when engaging with brands. Prothon officials said that e-mail will bind all marketing activities together.

Calvin Azuri is a contributing editor for TMCnet. To read more of Calvin’s articles, please visit his columnist page.

Edited by Amy Tierney

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