One in five people in the UK has never sent an email, a BT poll of 2,000 Brits has found, in a bid to support the Give An Hour Get Online campaign.
Email is more than just direct marketing. It can be used for a whole host of reasons including delivering service emails, helping to build relationships and developing a two-way dialogue with your consumers.
In its broadest sense, every email sent to a potential or current customer could be considered email marketing. However, the term is usually used to refer to emails sent with the purpose of: enhancing the relationship of a merchant with its current or previous customers; encouraging customer loyalty and repeat business; acquiring new customers; or convincing current customers to purchase something immediately,
The medium has long been a key feature of marketers' plans - and it's still growing. Email display advertising and solus email advertising was valued at £21 million in the 2011 IAB / PwC adspend survey.
The IAB’s Email Marketing Council brings together a host of industry experts to inspire and help advertisers better understand email marketing.
