…we know all about you all

Richenda Wilson is wrong when she says that existing e-mail databases are “inadequate” for contextual marketing (MW May 17). My own company, for instance, has a database of more than four million opt-in addresses, which can be cross-referenced against a variety of variables.

E-mail permission marketing (EPM) data are tailor-made for targeting consumers in contextual marketing campaigns because it is up-to-date. It is possible to create or buy data that is only hours old, an obvious boon to marketers.

EPM will become a mainstream marketing medium because of its low cost compared with conventional direct marketing, its accuracy, its consistently high response rates and its creative flexibility. It can be used tactically or strategically in its own right, or to support a wide range of activity ranging from research to field marketing.

Marketers (and marketing writers) should be aware that EPM is a reality, not a medium that should be discussed solely in terms of the future.

Martin Kiersnowski

Chief executive


London W8

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here