Advances in technology have helped bolster the effectiveness of email advertising marketing, it has been claimed.

While it may be an older platform than innovations such as Facebook and Twitter, the element of permission email marketing delivery grants users has reinforced its popularity among consumers, according to one industry insider.

In an article for MediaPost, Loren McDonald says that the fact consumers are able to block unwanted email marketing increases their likelihood to respond to messages which do get through filters.

She says social media can also be used to enhance the effectiveness of email marketing packages, as by identifying active consumers’ brand loyalties, firms can create “special email programs designed to encourage sharing with social networks”.

Ms McDonald is vice president of industry relations for engagement marketing solutions firm Silverpop.

The company has offices in Munich and London, in addition to US offices in Atlanta, Georgia, Irvine, California and Fargo, North Dakota.

Related Topics: Email Marketing