An overwhelming majority of firms are planning to use business lists as part of their marketing strategies in 2009, according to recently-conducted research.

StrongMail’s 2009 Marketing Outlook survey found that some 81 per cent of companies questioned plan to use information they have stored to increase the amount of relevant communications sent out as part of email marketing campaign.

The findings echo comments made by David Daniels of Jupiter Research back in 2005 – the vice president and research director was writing as part of the ‘ROI of E-Mail Relevance Report’.

“Despite additional campaign costs, relevant campaigns increase net profits by an average of 18 times more than do broadcast mailings,” Mr Daniels had pointed out to marketers at the time.

Sharing lists has recently been highlighted as a useful way of cutting down on marketing spend – direct marketing strategist John Anghelache recommended this activity for firms who are not in competition with one another.

Related Topics: Business Data & Lists