Recent report by Epsilon, released in January 2009 shows that e-mail marketing is still holding steady as an effective and low cost marketing tactic. This report states that deliverability rates are almost the same in 2008 as they were in 2006.

Kevin Mabley, senior vice president of Epsilon stated that “Despite concerns about the declining effectiveness of advertising and the challenging economy, e-mail continued to perform consistently in 2008. We anticipate increased reliance on this highly measurable and engaging method of customer interaction [in 2009].” Epsilon states that e-mail delivered an average of $0.14 in revenues per delivered message, so e-mail still gets results.

You can also increase response rates through segmentation (multiple lists or filters) and personalization (using the recipient’s name in the e-mail). Even as an essential part of every new media marketing campaign, we advise our clients not to rely solely on this tactic as it may make rest of your marketing efforts too complacent.

- Ernest.

(based on article by emarketer)