Companies have been advised to ensure they have the right tools in place before embarking on any email marketing campaigns.

Michael Della Penna, managing director of ThreadMarketing, told Fresh Business Thinking that an understanding of how email ties in with other marketing threads – such as social media and mobile – is integral to getting optimum results.

He noted: “With so many ways for consumers to engage with a brand – and each other – many businesses still lack the tools to understand and engage their key customers and subscribers.”

As a result, he called for strategic guidance for firms looking to implement email marketing techniques.

Meanwhile, Media Post blogger DJ Waldow recently claimed that flexibility is the key to getting the most out of email marketing campaigns.

The blogger argued that thinking outside the box can often lead to new ways of delivering results and marketers should consider what works best for them, not blindly follow the marketing manual.

Related Topics: Email Marketing