27/03/2009

Expert gives email marketing tips

Issue Codes Email marketing services

Companies have been offered expert advice on how to select email service providers (ESPs) which best suit their email marketing requirements.

Writing on an email experience council blog, Marco Marini, chief executive officer of ClickMail Marketing, said that there is "no simple right answer".

He claimed that searches for ESPs should start internally, with firms looking into what drives their email marketing programmes now and what will in the future.

Mr Marini added: "You also must take a hard look at your company's capabilities, including that of your staff and any existing technologies you'll want to integrate with."

The expert went on to state that companies should not overlook the importance of the partnerships they develop with ESPs and should use every resource available to them to make an informed decision.

Recently, Practical eCommerce advised retailers to try to collect email addresses with a sign-up box or a promotion contest on their websites in order to build a high-quality opt-in email marketing list.