eMail is still a powerful tool but are you leveraging it to the maximum in your business?

The following study offers an insight into what you should be doing to better benefit from your efforts…

Many e-mail marketers are still treating e-mail like traditional print ads. Thats the conclusion of a study of the content of retail e-mail messages conducted by e-mail service provider Silverpop.

Phase II of Silverpops 2005 Retail E-mail Marketing Study, which compared message content and creative design of the e-mail campaigns of 175 major retailers, found that the majority of marketers are not utilizing common e-mail features like personalization, dynamic content, or advanced layout capabilities.

The range of practices is quite striking. When we reviewed the creative elements of hundreds of e-mail campaigns, we found stellar examples that truly maximize the medium right alongside well-meaning but misguided attempts to force traditional print formats into the e-mail channel, said Bill Nussey, CEO of Silverpop.

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