Security ‘is not the only concern when conducting email marketing’

Firms in New Zealand that rely on email marketing strategies are among those to have been warned of some of the factors they must address when operating such a system.

Russell Parsons, writing for Marketing Week, explained security is the obvious item on the agenda, but there can be several others.

He noted there are numerous benefits to email marketing, such as reliability, a low carbon footprint and the ability to target the right audience.

But in order to enjoy the advantages, firms must get it right, which means putting in a little work to create relevant content that will beat spam filters.

Mr Parsons suggested simply having the email address of a recipient is not enough – a relationship must be constructed and a sense of personalisation will need to be achieved.

Georgia Christian, writing on the Biz Community website, recently said experts must have pre-determined goals if they are to enjoy the best return on investment from email marketing.