An industry expert has warned that email marketers need to ensure that they focus on their email communication strategy as well as on the technical aspects of email marketing implementation.
Simms Jenkins has said that there is frequently too much focus placed by firms on the technological tools needed to implement an email promotion rather than on client-side input.
He believes there is a danger that email marketing campaigns have become one-dimensional in recent times, and that companies are employing IT solutions in a bid to send out more and more emails but have not put the same effort into improving the content of the email communication itself.
Mr Jenkins said that change is needed "in order to get the focus back on how to optimise your email efforts, not just technology bells and whistles that don't get used, or the hope-and-prayer strategy of sending more e-mails".
Lawrence Perry, another marketing industry expert, said earlier this month that the best email marketing campaigns are those which are interesting and engaging. He advised marketers to seek to create meaningful dialogue between their firm and its customers.
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