Combining marketing channels will be one of the most important trends in the industry in 2010, an expert has said.

Tink Taylor, managing director of dotMailer, revealed that industry studies show cross-marketing strategies are becoming more widely used and this trend is set to continue as marketers strive to improve conversion rates of leads on their mailing lists.

The use of social media is also going to be a defining feature of the marketing landscape this year, with an increasing number of marketers linking social networking sites with email.

Mr Taylor pointed out that email service providers are starting to carry out more in-depth profiling of recipient engagement.

“If they detect that you are never opening or reading an email they’ll move it, so marketers have got to make sure the emails they are sending are interesting and engaging,” he said.

According to Epsilon, open rates in the UK remained stable at 19.7 per cent compared to 19.6 per cent in the third quarter of 2008.

Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing