Why no marketer can afford to neglect e-mail

Evidence of the explosive growth in e-mail marketing can be seen simply by looking at the marketing strategies deployed over the past few years by many pioneering marketers.

Coupled with forecasts from numerous research organisations, this not only demonstrates that growth in e-mail marketing has outpaced growth in every other form of marketing; it also indicates strongly that it will continue to do so unabated.

However, e-mail marketing is still an embryonic discipline, leaving the window of opportunity wide open for marketers who wish to fast-track to market leadership in their sector. The imperative that e-mail is now the preferred information communication channel for many consumers further underlines the need to adapt to this shift in the marketing landscape.

E-mail marketing is here to stay, and is a critical tool for creating and maintaining online relationships. Its role will only increase as more business customers and consumers choose to use it, making the growth of e-mail marketing irrefutable.

The compelling return on marketing investment through high response rates, cost advantages, customisation and interactivity means that in 2002, no business should be without an e-mail marketing strategy. CheetahMail has launched in the UK to bring its many years of experience in effective e-mail marketing to those who wish to explore what can be achieved by integrating this dynamic medium into their overall marketing mix.

Emma Hammersley

Chief executive

CheetahMail UK emma@cheetahmail.co.uk