Email marketing ‘needs centralising’
Monday, October 15th, 2007Email marketing needs to be managed from the centre if it is to be effective, according to a new survey.
JupiterResearch found that 38 per cent of executives had centralised their messaging efforts in one location, while 24 per cent were managing it across six or more departments.
However, 44 per cent of executives were aware that email would be more effective if it were managed from one platform, suggesting that there is the impetus for change, Marketing Vox reports.
Meanwhile, e-Dialog, an email marketing service provider, has created a tool that it claims is able to determine the relevance of commercial email.
John Rizzi, president and chief executive officer of e-Dialog, told Media Buyer Planner: “Until now, no clear definition or key performance indicators have existed for email marketing relevance, nor have marketers had a comprehensive framework for identifying specific applications of relevance that will increase email productivity.”
