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Email marketing 'key to the overall interactive customer relationship'

November 17, 2008

An expert has claimed that email marketing is a "key part" of a growing business's efforts to engage with consumers.

Michael Thompson, chief deliverability officer for ClickSquared, has claimed that the introduction of Web 2.0 platforms has made the format an important aspect of "the central nervous system" of customer relationships.

In a column for, he added that the success of email marketing is dependant on whether it is linked to "a constant data feed" that updates regularly, as this can boost deliverability.

"By getting all the right parties involved, focusing on content more than frequency and creating messages based on quality data, marketers can transform e-mail from a contact strategy to the driving force in an overall interactive marketing program," he wrote.

A recent study by Guidance found that 45 per cent of consumers feel email offers companies the best way to inform them on offers or discounted deals.

Author:  Adfero Ltd.


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