Email marketing ‘requires sophisticated strategies’

Companies running email marketing campaigns require sophisticated strategies to deal with the popularity of social media sites such as Facebook and Twitter.

This is the view of Sebastian Dyer, a columnist for the Technorati website, who said while the rise of social networks is limiting the number of conversations that take place by email, it does not mean the channel is redundant in terms of its advertising potential.

He stated the best strategy for organisations is to use what they are learning on social networks about potential customers and apply the knowledge to their email marketing campaigns.

"Companies need to … analyse how to communicate their audience in the most effective way, find out what is being said on social media and what is being read on email," Mr Dyer advised.

Last month, the same commentator noted email marketing is a highly effective form of communication, providing a fantastic return on investment in many cases.