Category: Data | 28th Aug 2009

Companies which opt to use email as a means of marketing need to make sure they are selective with their distribution.

This is the opinion of technical director of dotCommerce Simon Bird, who believes it is crucial for firms to compile their own data lists.

"You should then really protect that data by not over mailing it which can cause people to unsubscribe," he suggested.

Some people will not be aware of the brands they receive email updates about, which Mr Bird believes is "not good for your own brand".

A recent study from dotCommerce found that large UK retailers are missing out on the opportunity to build worthwhile long-term relationships with visitors to their website by failing to integrate email marketing with e-commerce.

Only 30 per cent of those questioned had been giving the option to sign up to an email newsletter during the checkout process.

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