September 19, 2002, 12:00 AM

Opt-in e-mail campaigns are gaining share of marketing budget

Customers like permission-based e-mail marketing, which is now capturing 10% of marketers’ budgets, e-marketing services company Captaris MediaLinq Services says.

Kurt Peters

Executive Editor

Opt-in or permission-based e-mail campaigns are winning a strong share of marketing budgets, as overall spending on e-mail marketing campaigns continues on a growth curve expected to reach more than $6 billion by 2006, Terry Hemphill, senior product marketing manager for e-marketing services firm Captaris MediaLinq Services, tells InternetRetailer.com.

"It has a high interest for marketers," Hemphill. Captaris MediaLinq Services, San Francisco, recently studied marketing practices by retail, financial services, high technology and publishing companies. They were found to be spending about 10% of their budgets on permission-based e-mail campaigns. “That’s a considerable amount," he says. Such campaigns typically elicit interest among targeted customers in receiving a regular e-mail newsletter, which can provide product information and links to a company’s web site.

Hemphill cautions that, to be effective at signing up recipients, opt-in e-mail campaigns should provide a clear assurance that recipients’ e-mail addresses and any other personal information will not be sold to other marketing organizations.

 

Comments

Sign In to Make a Comment

Comments are moderated by Internet Retailer and can be removed.

Not a member? Signup for free today!

Advertisement

Advertisement

Advertisement

Relevant Commentary

FPO

Jason Squardo / Mobile Commerce

Five tips for achieving high mobile search rankings

Searches on mobile devices will soon exceed those on computers, Google says. Retailers that keep ...

FPO

Sergio Pereira / B2B E-Commerce

Quill turns to its B2B customers for new ideas

Coming in April is a new section of Quill.com that will let customers and Quill ...

Advertisement