Why email marketing is booming

Email is one of the most personal, dynamic, interactive and cost-effective communication tools, with 96 per cent of internet users citing it as their main reason for being online, explains NewZapp.

The number of email users and potential customers is growing and as a result the email marketing industry is growing with it.

Email is not only beneficial to the marketer but is proving to be equally rewarding to the recipient.

The email market has grown by 50 per cent in the last two years and is set to create a GBP180m plus industry by the end of 2007.

This growth has been a result of email's ability to reduce cost and speed up the delivery of marketing communications.

Live campaign tracking statistics allow the sender of an email to understand what works and what doesn't in real time.

This allows for quick analysis and enables the marketer to maximise the success of their campaign.

Communicating with potential and current customers has never been so easy.

The ability to personalise emails can promote sender/recipient interaction.

This has resulted in response rates for opt-in email up to five times greater than direct mail.

Email can be used to drive traffic to a website, build brands, promote offers and develop relationships.

There are numerous benefits to email marketing but it's not only businesses that reap the rewards.

The number of consumers opting in to receive emails is on the rise.

But what's in it for them? The growth in household internet use means the modern consumer isn't restricted to using email solely for work.

Opt-in email can be used by the consumer for personal benefit and provides better access to the products and services available to them.

They'll be the first to know about offers and can choose what they do and don't want to receive marketing messages about.

When an email arrives in the inbox, it can be opened, filed or deleted.

The consumer can choose the information that they want to receive at little or no financial cost to themselves.

Websites can be visited and emails responded to when the consumer desires.

By opting in to an email, the recipient provides themselves with a cheap and readily available source of information and access to better deals.

Email marketing has allowed businesses to access a broader array of potential customers and to build better relationships.

Customer feedback has become instantaneous and easier to obtain whilst consumer choice and control strengthens.

The modern consumer demands a more efficient and personalised service.

These mutual benefits for both business and consumer must be managed by the marketer.

This will ensure their business competes in the modern, fast-paced marketing environment where consumers are more informed and confident than ever before.

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