| Long term email marketing strategy is best for 'savvy recipients' |
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 Email is best used as part of a long-term marketing strategy, according to an expert.Mark Power, the chief executive officer of Concep, the Institute of Direct Marketing's official email partner, has said that many companies go wrong by seeing email as a "cheap and easy form of marketing". He explained that a lot of email recipients are now "very savvy" and demand a "more sophisticated" marketing approach which is more relevant to them. "Those who are getting it right are the ones who are doing it strategically and understand what their preferences are," explains Mr Power. "If you just bombard people, they will opt out and you will never be able to channel them through an email ever again." AOL Mail's fourth annual Email Addiction Survey recently found that 51 per cent of people check their emails four or more times a day, with one in five checking their inbox over ten times a day.  |
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