On a recent survey performed by Forrester Research, about 92.1 percent of online merchants said they used email marketing to reach their own customers and of those, a little bit less than 93.5 percent said they planned to make that channel a higher priority in 2008. Some observers say that email marketing is commonplace, and unless something makes it stand out, it's often ignored, if not outright dreaded by recipients.
While e-mail marketing still works, consumers are increasingly demanding that ads be relevant, said eMarketer analyst David Hallerman. He noted that recent consumer surveys showed that half of online buyers had made purchased based on e-mail marketing. That may mean being timed perfectly for a buyer or that the message contains a compelling offer, Hallerman said.
Because what merchants think is relevant and what a consumer finds relevant may be different things, accurate tracking campaigns to see what triggers purchases is an important part of any e-mail marketing program. Today's email marketing landscape continues to evolve and with less attention on the e-mail and more on the marketing part of the equation.
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