One of the biggest mistakes a company can make in terms of promotional strategy is to limit itself to just using email marketing to reach customers.
This is according to Larry Golden, one of the chief executives of RSVP Publications, who explained that it is important to integrate email campaigns with other marketing platforms to maximise success.
"To increase the response rate, research a targeted audience to find an exact fit for the particular message and consider combining email marketing with other web-based marketing as well as direct mail," he advised.
Mr Golden went on to cite a study by International Communication Research showing that almost three-quarters of respondents preferred to receive announcements of new products by direct mail.
The advice could also be extended to other forms of online advertising. Almost half of marketers do not integrate their search marketing campaigns with offline channels, according to a report published by iProspect earlier this year.