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Experian exposes 2008 email ‘hot tips’

December 18, 2007

Dynamic content, remarketing and operational messages are all set to be the biggest trends in email marketing in 2008, according to research by Experian CheetahMail.

The research, based on analysis of campaigns of CheetahMail’s brand name clients, shows that the second half of 2007 saw a 220 per cent increase in the number of email campaigns using dynamic content, which enables brands to send highly targeted communications.

There was also an increase in the number of brands using email to re-engage with lapsed customers and sending email confirmation of purchasing and delivery of goods, which brands use as part of their CRM strategies to keep their customers informed.

Steve Lomax, European managing director of Experian CheetahMail, says: “The three trends we’ve identified for 2008 reflect the fact that email marketing is a cornerstone of brands’ digital and integrated marketing strategies.”

Author:  Gemma Hummerston


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