Benefits of email marketing outlined by CIM

The Chartered Institute of Marketing (CIM) has announced that email has a number of advantages when used for direct marketing.

According to the CIM, during direct marketing campaigns, email can be a useful medium as, compared with formats such as either the post or telephone services, it can be seen as a less intrusive way of making contact.

Furthermore, CIM believes that email-based direct marketing is more cost efficient.

"The traditional mail sent through the post is still a tried and tested format, although its impact is declining," said David Thorp, director of research and information at CIM, an international organisation established in 1911.

"Email is increasingly successful, particularly if you emphasise the opt-in nature of your communications."

Other mediums for direct marketing can include magazines and internet-based banner advertisements.