A study conducted by Datran Media , a leading provider of digital media solutions, shows the results of its second annual survey of online marketing professionals . This survey, carried out in December 2007 to more than 2,000 professionals, indicates the considerable increase in strategies of email-marketing and a growing forecast of their investment for 2008. 82% of respondents indicated that during 2008 they would increase their investments in e-mail marketing. 50% indicate that they expect a higher return on investment than any other channel.
In the study, Search Marketing is positioned as the ideal tool to complement the actions and campaigns of e-mail marketing. According to Joshua Novick, CEO of Antevenio, e-mail marketing is one of the most powerful tools available in the online marketing sector and also allows to collect a high number of registrations as well as new users in a short and reduced period of time. Similarly, e-mail marketing allows us the possibility of segmenting our databases to generate campaigns related to different user profiles and aimed at a target audience. These were some of the keys that Joshua Novick exposed in his participation in the II Days of E-Mailing Marketing organized by the Spanish Association of Electronic Commerce and Marketing (AECEM) on 13 February in Madrid.
Other experts and professionals such as Anne-Sophie Mullier participated in these conferences., general director of Emailing Solutions in Spain, who in her contribution recommended that in order to build customer loyalty, it is advisable to prepare the E-Mailing Marketing actions offering advantages or added resources for users and subscribers. Mullier also advised to know how to read the signals that users leave in their behavior when interacting with e-mails, where they click or even where they stop reading.