Email marketing offers a tried and tested way to secure email leads and prospects, an expert has said.

According to Wendy Lowe, director of product marketing at Campaigner, email marketing is particularly effective for smaller businesses, because it allows them to deliver content straight to recipients’ inboxes, which tend to be checked on a regular basis.

Writing in Marketing Profs, she pointed out that email marketing is also a highly targeted platform, which means it is likely to have a high success rate.

“Email marketing is based on the idea of sending the right message directly to the right people based on their preferences, local market conditions, and other factors,” Ms Lowe commented.

“You can build a master list and then segment it by geographic location, marital status, gender, age, income, [and] time of year. Doing so eliminates a lot of the guesswork that makes other forms of marketing so inefficient.”

Writing in Media Post, Loren McDonald, vice-president of industry relations at Silverpop, recently urged email marketers to have a disaster plan in place in the event of any unforeseen circumstances.

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