The usefulness of email marketing as a test strategy has been highlighted by one expert.

Eric Cosway of QuantumDigital told DMNews that the technique can be good to gauge the effectiveness of a marketing campaign, with the response rate monitored after emails have been sent out to business lists.

According to Mr Cosway, different emails can be sent to different groups in order to see which sections of a target audience respond better to which correspondences.

“The marketing message or offer that receives the highest response rates can then be expanded into a full-scale, integrated campaign including both direct mail and email,” he commented.

A survey by the eMetrics Marketing Optimisation Summit conducted last month revealed that 83.6 per cent of businesses have plans to increase or maintain spending on email marketing during the ongoing financial crisis.

Related Topics: Email Marketing