SMEs 'should be wary of abusing email marketing'

Wednesday, 26 August 2009

SMEs 'should be wary of abusing email marketing'

Expertise on how to undertake effective marketing through email has been offered by a commentator, which may be of interest to small and medium-sized enterprises (SMEs) such as freelance consultants and contractors.

Simon Bird claimed it can be important to get the balance right when sending out correspondence to customers and clients. He is Technical Director at dotCommerce and remarked: "Email marketing is perceived to be very low-cost compared to direct mail and it's too tempting sometimes to email your whole user base and bombard them with offers - but that is a really big mistake."

Another area organisations may wish to scrutinise is their e-commerce operations, in particular how they convert website traffic into money, he added.

Focusing on keyword searches can be a key aspect of this, Mr Bird concluded.

His firm recently conducted a study into how big brand UK retailers use email marketing – it was noted 70 per cent did not have an option to sign up to a newsletter at the checkout stage of a transaction.

Get your points across in the PCG forum

Additional resources

Bookmark using: deli.cio.us digg reddit facebook stumbleupon Tweet This