(Ping! Zine Web Hosting Magazine) – The marketing arena worldwide has witnessed dramatic transformation over the past few years. The recent years have witnessed a decline in traditional communication media such as newspapers and the emergence of new marketing channels such as e-mail marketing. Although direct marketing has usually been associated with advertising to the individuals, in the past a majority of direct marketing campaigns adopted a ‘mud at the wall’ approach via blanket campaigns that did not provision for targeted or customized advertising. However, the scenario today is radically different, with development of sophisticated databases that allow marketers to access detailed information about target customers and market product/services tailored to individual needs. Customers also have a wider playing field today with the choice of opting out/in for receiving marketing messages/data or switching over to their preferred service provider.
E-mail marketing has emerged as a leading advertising channel in a short span of time, and online marketing firms are increasing focus on their e-mail campaigns and ad spending as competition intensifies. Standard modes of advertising such as SMS marketing, landline phones, and cell phones are losing out on popularity due to the associated high costs, along with complex issues relating to violation of consumer privacy. In the scenario, E-mail marketing is emerging as a cost-effective and powerful tool, particularly relevant in the present difficult economic conditions. The current breed of e-mail marketers has shown dramatic improvements in promotional tactics, quality of service and the use of sophisticated, cutting-edge tools and solutions. There is an increasing shift away from single mass marketing channels to e-mail and online marketing channels. Marketers are constantly looking to leverage the strengths of these channels and generate more effective and targeted campaigns.
E-mail marketing is experiencing a huge surge in demand as marketers increase their lists by promising the concept of green marketing; adopt smarter programs for boosting sluggish sales; shift expenditure from direct mail to e-mail; and improve e-mail efficiency by linking it with other channels. In addition, increasing usage of payment models such as Cost Per Thousand Click-Through (CPC) over cost per thousand impressions (CPM), higher ROI and increasing consumer application of social e-mail accounts are expected to emerge as the key growth drivers. In the future, marketers are expected to implement a multi-channel approach so that their messages reach maximum consumers through several channels.
The market for e-mail marketing has been subject to a roller-coaster ride since its inception. After the initial wave of popularity, the market witnessed a waning demand due to growing spam related issues and advent of the new search engine marketing concept. However, the market once again made a dramatic comeback with the recent recession in 2008-09, where it was increasingly looked upon as a viable and cost-effective marketing strategy for cash strapped enterprises. Retailers widely embraced e-mail for promotional and marketing campaigns during the economic downturn. In the tough financial environment, marketers were heavily burdened with the task of attracting new customers and retaining existing ones, while maintaining marketing expenditure at the minimum. In the scenario, e-mail marketing emerged as the best bet for managing the difficult balancing act, and large budgetary allocations were made during the period. Even those retailers who decreased their overall marketing budget continued to maintain their e-mail advertising budgets. In increasing budgets for E-mail Marketing, multi-channel organizations scored an edge over their single channel counterparts by making significant investment increases.
Europe and Asia-Pacific represent two of the largest markets for E-mail Marketing worldwide, as stated by the new market research report on E-mail Marketing. The European market is largely concentrated in developed, western regions of UK, Germany, France and Spain. The Asia-Pacific region with its disparate state of development and tremendous growth potential across different countries is projected to sail ahead at the overall highest compounded annual rate of more than 12% through 2017.
Key participants profiled in the report include Lyris, Inc., Constant Contact Inc., Epsilon Data Management, LLC, e-Dialog, Inc., eCircle Ltd., E-mailvision, Inc., ExactTarget, Inc., iContact Corporation, MyEmma, StreamSend, Silverpop Systems, Inc., SimplyCast.com, StrongMail Systems, Inc., Topica, Inc., and Vertical Response, Inc.
The research report titled “E-mail Marketing: A Global Strategic Business Report”, announced by Global Industry Analysts, Inc., provides a comprehensive review of industry overview, growth drivers, challenges, issues & trends, regional analysis, service overview, recent industry activity and profiles of market players worldwide. Analysis is provided in value (US$) terms for major geographic markets such as US, Canada, Japan, Europe, Asia-Pacific and Rest of World.
For more details about this comprehensive market research report, please visit – http://www.strategyr.com/E_mail_Marketing_Market_Report.asp