Successful e-marketing ‘based on targeting’

A key issue in designing an effective e-marketing campaign is to target specific recipients, it has been claimed.

Business solutions provider DMC Software asserts that email marketing can still be effective despite concerns about sending commercial messages over the medium.

It is the targeted nature of email that enables this success, the firm contends, as messages can be sent to individuals most likely to be interested in a product or service.

Lawrence Ramsay, spokesperson for DMC Software, says: “Despite falling readership it is still possible to increase sales and awareness using email marketing.”

He adds that, in order to ensure messages are read, it is important to “tailor your emails to exactly meet your audience’s specification and provide relevant content”.

The company recently advised that customer relationship management systems already in place in many organisations can offer a wealth of information to help target messages at the individuals most likely to respond favourably.