The internet marketing firm cited pricing pressure that is
lowering the cost of outsourcing e-mail requirements as the reason
for the increase in e-mail's popularity.
Trends towards targeting and personalised delivery preferences
are also helping to revitalise the medium, which remains one of the
top communication choices for marketers, said the firm.
The research, based on the profiling of 14 e-mail marketing
solutions providers, found that there is a trend towards strong
spending on e-mail marketing in the media and publishing,
e-commerce, retail, travel and leisure, financial services,
technology and B2B professional service sectors.
There has also been an increase in value-added services such as
strategy development, copywriting and branding, and an increased
understanding of how effective and strategic e-mail marketing can
maximise lifetime customer value.
"There has never been a better time to outsource your e-mail
requirements – costs have been substantially reduced and there are
a range of pricing models to suit," said E-consultancy CEO Ashley
Friedlein. "Better still, e-mail delivery platforms and reporting
technology is more robust than ever. It is certainly a buyer's
market."
