New Technology Briefing: Best practice technology options for optimal e-mail marketing

Abstract

E-mail marketing is no longer seen as the simple cost-effective route to market it once was. Rather it is becoming regarded as the ultimate marketing channel with its ability to blend engaging creative with dynamic content relevant to each individual recipient. Leading organisations implementing this type of e-mail marketing are setting new creative and performance benchmarks for the industry, but making full use of the medium is no easy task and may require the involvement of one or more third parties. This paper aims to outline the new best practice options available to marketers producing e-mail-based communications — from full-service agencies which can manage a campaign in its entirety to web-based or in-house departments and systems. It also describes the thought process a marketing organisation must go through to determine which level of support best meets its requirements and those of its brands.