Marketing News

Email marketing is still an effective medium, but marketers must also adapt to new digital trends like social media and mobile promotions, an expert has said.

 

 

Anita Absey, senior vice-president of global sales and services at Return Path, recently told a marketing event in the US that email "is not dead, and is not going anywhere", DM News reported.

"Facebook's inbox will not kill email," Ms Absey said at the Direct Marketing Club of New York's February luncheon.

"But it will be an interesting place to converse with people."

In addition, the specialist argued that the recent introduction of email filtering systems such as Google's Priority Inbox could be "a potential game-changer" for marketers aiming to get noticed in the inbox.

The comments come after Mark Blayney Stuart, head of research at the Chartered Institute of Marketing, recently suggested in comments reported by isleofman.com that companies should carefully target potential customers when operating online, rather than simply taking a scattershot approach.

 

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