Your email marketing: where next?

Before you get to work deleting all the spam that accumulated over the weekend, perhaps time to shut the door, take the phone off the hook, and consider your next email steps.

Here it might help to know what others are thinking about the role and future of email marketing. The UK's E-consultancy, for example, just released a (free) short report on the outcome of an email roundtable featuring ESPs, agencies and corporate marketers.

The report provides an overview of the UK market and associated statistics, but also explores the email marketing challenges, problems and opportunities faced by businesses. Which means insight on these two questions:

How can you better use email for marketing purposes and what's stopping you from doing so?

One of the two biggest constraints* is the old one about a lack of appropriate resources. If you need more ammunition to justify increased investment in your email efforts, Simms Jenkins has another article to wave furiously in the face of skeptics.

As well as citing supportive numbers, Simms also provides a useful list of email's advantages to the business. These are worth reading for their own sake, since you may not be exploiting those advantages fully yet.

*the other big constraint is a lack of appropriate skills, which gets little public attention. We increasingly know what to do, but we don't necessarily know how.

More on statistics and strategy | Tags: email marketing, email marketing statistics, email marketing metrics

 feed | email | Follow me on Twitter

The main website for everything email marketing | Introduction
Email advertising basics | Service listings | Sources of statistics
Advice on email design, delivery issues and list building

22 sources of inspiration
Outlook 2007 and HTML design
42 HTML email design resources

follow me on Twitter