You’re currently reading Generate UK’s Top 20 Digital Marketing ideas. Over the course of the next month, we’ll be sharing our experience to help you marketed your business on the Internet.

Email marketing is now one of the most cost effective ways to market to your potential customers; as a result, it is no surprise that the UK market grew from a value of £221m in 2007 to an estimated £274m in 2008. Despite the economic doom and gloom, this growth is expected to rise further in 2009.

There are a number of reasons which are contributing to this continued rise:

• The economic climate is putting pressure on everyone’s marketing budgets, however at the same time there is a need for an increase in retention marketing, which email marketing is perfect for.
• There is an increased number of email service providers, which is bringing down the cost and adding value to the marketing department (in most cases anyway).
• We’re all beginning to see the benefit of email marketing from a return on investment perspective. This is certainly the case when measuring the cost of the campaign, however it’s fair to say that many businesses need to go one step further in terms of measuring their campaigns with the amount of business it produces.
• Most businesses recognise that they have to work harder for their slice of the cake and as a result there is a greater focus on building email lists and encouraging email sign ups from webmasters and marketing managers.
• Email marketing offers businesses the opportunity to send highly targeted and very relevant email correspondence.
• Businesses in the UK are beginning to understand the benefits of autoresponders and trigger emails.

Understanding how to send correct and effective communications is critical if this channel is going to work for you, so we would seriously advise anybody to understand this market thoroughly and carry out your research first. Seek advice from the professionals as delivering bad communications can seriously damage you brand.  Data, message, timing, creative, response, analytics….they all count!

If you’d like help with your next email marketing campaign, let us know. We’d be very happy to show you our system.