Email Marketing Guide

According to a recent report, email marketing is the fastest growing online marketing channel with a predicted increase of 43% in the number of marketing emails that will be sent - a total of 3.2 billion emails against 5 billion pieces of Direct Mail. In addition, with the growth of broadband in the UK, both businesses and consumers cite email as their favourite way of receiving marketing messages.

Email marketing has received some bad press. It's true that Spam is a problem we all face in our inboxes, but permission-based email marketing should never be confused with spam. In the right hands, email marketing is an immensely powerful tool for customer acquisition, customer retention, brand building and cross selling.

Why is it such a success? Well in essence, email marketing is proven to be cost-effective, have a short production cycle and be incredibly measurable. Email should always be considered an interactive medium and not simply a cheap tool for broadcasting.

With email, like many digital media, it's about opening a conversation not just delivering a message.

Developed over the last seven years, this 'Making Email Work' guide outlines our best practice and collective learning from practical experience in helping clients from a wide range of sectors use permission-based email marketing.

Discover more about Objectives, Campaign, Creative, Data, Broadcast and Evaluate.