Email marketing ‘will be dominant in recession’

Email will be the dominant form of marketing during the recession as it offers low costs as well as improved return on investment, it has been suggested.

Senior vice-president of global market development at Constant Contact Eric Groves said businesses have been forced to analyse the efficiency of their spend because of the difficult economic climate.

He stated that “email marketing is the most cost-effective way to generate repeat business”.

Mr Groves asserted that the central strength of email marketing is that it builds relationships and trust with contacts that a business already has a form of connection with.

He commented that companies have now recognised this core strength of email marketing.

The Direct Marketing Association’s Email Marketing Council’s National Email Benchmarking Report for April-June 2008 hinted that email marketers are increasing campaign focus on retention and contact frequency.

It claimed email marketers were doing so to tailor strategies to adapt to the precarious economic situation.