Slowing growth in email marketing does not mean it is not still a very powerful marketing tool, Forrester Research has claimed.
A recent survey has found that as many as 94 per cent of marketers now use email as one strand in their strategy.
Instead, earlier “aggressive interest in email” has simply “normalised”, Forrester analyst Shar VanBoskirk says.
“It’s become like direct mail, which is still an effective marketing tool, but people aren’t as excited about it,” she argues, claiming that is down to the fact it is so thoroughly embedded in standard marketing practice.
Nevertheless, email gives companies access to a vital stream of potential custom, since the 94 per cent of people who use email are more likely to spend time online, forward emails to friends and make impulsive purchases.
According to the study’s findings, email users who click through links to purchase products spend 138 per cent of what their peers will pay.
Intriguingly, the study revealed that women are more likely to forward mail than men – three in five costumers who share their email are women, suggesting there may be space for a gender-specific approach to email marketing.