17-01-2008
CIM outlines marketing benefits of email
News by Adfero for Simply Business - independent providers of business insurance, business finance, landlord insurance, buy-to-let mortgages & commercial mortgages.
The Chartered Institute of Marketing (CIM) has highlighted the benefits of email as a medium for businesses engaging in direct marketing.
CIM believes that email is a useful tool for direct marketing campaigns as it is often interpreted by recipients as a less intrusive medium for communication, when compared with either the telephone or traditional post.
"The traditional mail sent through the post is still a tried and tested format, although its impact is declining," said David Thorp, director of research and information at CIM, an international organisation established in 1911, specialising in business development and marketing.
"Email is increasingly successful, particularly if you emphasise the opt-in nature of your communications."
Moreover, CIM believes that email-formatted direct marketing is a less expensive form of advertising, which also has the benefit of being more likely to be opened by its intended target.