25 Nov 2009

Email delivers ROI, says expert

Email has constantly delivered a return on investment (ROI) for firms, it has been argued.

Richard Wright, marketing manager for Europe, the Middle East and Africa at Epsilon International, said companies will continue to invest in email marketing and IT infrastructure, as this form of business communication delivers an almost guaranteed ROI.

He commented: "In comparison to many other weapons in the marketing arsenal, email has consistently delivered ROI and become an integral part of the marketing mix."

Mr Wright added that budgets for email are likely to rise in the months ahead.

According to latest Direct Marketing Association National Client Email Survey, of those who unsubscribe to permission-based emails, the greatest concern was email frequency (77 per cent). The report indicates that between one and three emails per week are acceptable to most but four emails or more in a week are too many.