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Email 'the established technology for outbound digital messaging'
Category: Email Marketing
Email is the "established technology" for those looking to reach consumers
over a digital channel, according to an expert.
However, Morgan Stewart, the research and strategy director of marketing firm ExactTarget, has warned businesses to not just rely on the one format and urged them to make use of other avenues to promote their services.
In a post on MediaPost's Email Insider blog, he explained that those using email marketing should evolve and send people information in the way they want to receive it.
He wrote: "The people that you communicate to want to be in control, they want to provide input into your programs, and soon, I believe they will demand control.
"So, build the tools to listen now and reap the rewards for years to come."
Mr Stewart's comments follow claims that it is now important for businesses to consider the growing use of mobile devices to open emails.
Elaine O'Gorman, senior vice-president of marketing and product strategy for Silverpop, said that as emails can render differently on such devices, businesses should adapt their marketing accordingly.