Pavlov et al. (2008) state that email marketing is a legitimate, lucrative and widely used marketing tool. The word that stands out here is “lucrative”. According to a census carried out by E-Consultancy (2015) the revenue generated by email has increased proportionately by 28% in the last year. In recent years, the ROI that is generated from email marketing has reduced, but it is still ranked as the most profitable tool available to businesses. Pavlov et al. (2008) do go on to point out that it is in danger of being overrun by spam mail, which may be a contributing factor for this reduction, as well as the increased us of other marketing tools available.
The effectiveness of email is primarily because it is permission-based. The consumers on business’s email list have given the go-ahead to send them emails. This means that they’ve already bought in to the business and want to find out more. I have put together few measures businesses may consider when executing their email campaign: