In an article for the Chronicle Herald, Pat D’Entremont wrote that email marking can be effective as it allows for specifically targeted campaigns and easy results measurement.
“If a person gets an email introducing an interesting topic on a website and that person goes to that link, that action can be tracked,” the writer said.
He added that should that person want more information and opts to fill out a form on the website, a very good business prospect has presented itself.
The marketing professional added, however, that such a project should not be confused with spamming, noting that internet marketing requires the time to build relationships online, communicating with those who give you permission to do so.
Recently it was claimed by Simon Robinson, the marketing and alliances director for EMEA at Responsys, that email marketing should be used in conjunction with more traditional platforms.