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Email marketing is "quality over quantity"
An email marketing expert has warned businesses to exercise caution when deciding how many emails to send to clients.
Email newsletter specialist with Newsweaver Denise Cox said that while a good email campaign could be relevant, targeted and timely, marketers should be wary of sending mailshots to everyone in an email list.
She told website Silicon Republic that it was important to keep people's interest and know how often you should send email to clients.
Ms Cox suggested that email marketers could consider adjusting the frequency of email campaigns to suit the purchase cycle of what the company is offering.
If a product or service was needed straight away, like recruitment or travel, people would want to hear about it frequently due to the time limit, she said, while if it was a longer-cycle product, marketers should communicate information that would be useful during the customer's information gathering process.
She said: "Your mailing list is about quality over quantity. Having 100 names on your list turning from prospects to customers is more valuable than a thousand where you don't know what they want."
A recent report from the Direct Marketing Association (DMA) revealed that email marketing was growing in popularity, with mailing volumes 30 per cent higher than at the same time in 2005.
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