Email retains its position as the number one marketing channel

In a recent survey carried out by Experian Data Quality, it was revealed that in 87 per cent of the companies contacted email marketing campaigns remained the most popular option.


"Email is still a hugely important channel when it comes to marketing," noted Beatriz Santin, Experian Data Quality’s senior director of marketing, adding: "Though email marketing has had to adapt to changes within the channel and the growth of other channels such as mobile, it remains one of the best ways to reach customers and marketers are continuing to rely on this evolving yet effective method.”


Nurturing customer relationships is essential, especially in smaller businesses and sending personalised promotional mailings has been found to result in a 41 per cent higher unique click rate than other forms of ‘non-personal’ marketing. However, for this form of marketing to be successful Santin stressed that: "For personalisation to be as effective as it has the potential to be, the data that's being used to personalise campaigns has to be accurate. Our results showed that out of the 87 per cent of companies that use email marketing, 67 per cent report deliverability problems."


It is clear, therefore, that CRM systems have an important part to play in ensuring that customer contact information is current and that outdated or inconsistent data is deleted without delay. Thanks to the centralised data storage features of CRM systems the cost of ensuring such information is constantly monitored and updated is minimal.


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