Email ''efficient'' form of marketing for SMEs

Smaller companies can benefit from utilising email marketing because it is relatively cheap to implement but delivers results.

That´s according to Robert Dirskovski from the Direct Marketing Association, who said that providing firms manage customer info, they can reap good returns from such strategies.

"Obviously the entry costs to market are so much lower with email; it is a very efficient method for small businesses to use," he said.

He added that this kind of marketing is easy to aim at a target audience. "It´s so much more flexible too … You can adapt the message according to the respondents. You´ll know almost instantly whether or not the communication has been appropriately targeted."

Mr Dirskovski went on to explain that utilising web strategies is only successful if customer information is kept up to date, however.

"It´s one of the basic requirements that the database is accurate. How that data has been collected will obviously vary, SMEs presumably have many different methods of collecting data."

A recent report from the Chartered Institute of Marketing said that some professionals remain "cautious" about using digital marketing.
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