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Guest post by: Sarah Haines Become an Author

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The DMA (Direct Marketing Association) tells us that 90% of companies use email marketing and they describe email marketing as the new hero for troubled financial times. Email marketing will only continue to grow with most companies increasing spend on this aspect of their marketing year on year. It all sounds great, but why is email marketing the answer for your business? There any many ways that email marketing stands out when compared to traditional direct marketing, here are the three main areas:

Its cheaper, in fact email marketing is the cheapest form of direct marketing. You will often have the ability to start out with email marketing on a smaller scale and grow as your confidence with the medium grows.

Great Return on Investment, no other type of direct marketing will offer the same sort of ROI as email marketing. The fact that email marketing is typically so cheap makes it easier to show great ROI, but the flexibility of the medium also has an impact. The ability to create targeted email marketing campaigns means you can tailor communication to suit the needs of your customers. You can keep existing customers up to date on your current offers at the same time as maintaining your relationship with them. Although you can get it wrong, a well executed email marketing campaign should show great returns on your investment. You dont have to go it alone on your first email marketing campaigns, expert advice is available.

Performance measurement, you can track the success of every stage of an email marketing campaign, making it more measurable than any other form of direct marketing. You are able to track every opened email, every click, every email shared right through to the sale. Having operated a well managed email marketing campaign you will miss the level of accountability of other forms of direct marketing.

As well as seeing positive results from your email marketing campaign, you will be able to quickly identify areas that were unsuccessful. This knowledge is invaluable when looking to improve results of future email marketing campaigns.

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