Marketers ‘must overcome consumers’ email fears’

People are increasingly fearful about email security and privacy, which marketers must be aware of and work to overcome in their online campaigns, one expert advises.

They are protective of their details and feel the amount of spam they are receiving is on the increase, says Carmen Curran, email marketing specialist at Mintel Comperemedia.

“Companies that want to use email for effective brand, product and service marketing need to break through these fears to convince people that email communication remains safe, secure and desirable,” she states in an article for DM News.

Marketers need to find a way to re-establish trust and confidence online, Ms Curran advises, suggesting they work with a partner that has an established relationship with customers, as knowing the sender of an email is important in whether it gets opened or not.

Despite the economic downturn, financial services firms have still been carrying out “truly innovative” marketing campaigns, says Mintel Comperemedia.

Many harnessed email marketing in an effort to connect with consumers and maximise return on investment, it explains.