An increasing number of companies are turning to email in order to centralise their marketing databases, new research has found.

The study, conducted by the Aberdeen Group, concluded that email marketing can provide the best platform for companies looking to ease the frustrations of customers confused by cross-channel inconsistencies.

A statement from the organisation said: “Email, as compared to traditional direct mail campaigns, is significantly less expensive and offers the chance to track the campaigns, from clickthrough rates to actual redemption and response rates.”

Chris Cunnane, primary author of the research, said the effectiveness of some marketing campaigns has been weakened by “disparate pricing” across different channels within individual companies, which is off-putting to some customers.

The study further concluded that email marketing is the most cost-efficient model for directing campaigns at the desired demographic.

The Aberdeen Group conducts primary research studies which employ a pool of over 500,000 panel participants.

Related Topics: Email Marketing