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INDUSTRY NEWS


12 June 2008

Email can help 'preserve brand image'


Email marketing can be employed to boost the "brand image" of a business, an industry expert has said.

According to dotMailer, email is a "highly effective, targeted marketing channel".

Tink Taylor, business development director at dotMailer, has asserted that firms should make sure that they have advice and support from email marketing experts to help improve the success of their marketing campaigns.

However, Mr Taylor warned businesses that "brand apathy or even worse" can be caused by poor email marketing.

He explained: "Getting a specialist who understands how to properly code an email that renders correctly in every client is vital. Designing an email requires different skills to designing a website so your regular designer may not be the best person for the job unless they have this particular expertise.

"Effective email marketing allows you to uphold and preserve your brand image and the look and feel of an email is a crucial part of this. Getting your email professionally designed will help fit in with a corporate style."

Over 60 per cent of respondents to a recent survey from Habeas said that they believe email will continue to be their preferred method of online communication until 2013. <br/>

© 2006 Adfero Ltd.

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