Despite a slowing economy, the UK market for e-mail platforms and services will finish 2008 having grown by 24% to $507.2 million, according to a report released last week by British consulting firm E-consultancy.
“Despite the general economic downturn, email service providers will continue to prosper. In turbulent times, it makes more financial sense than ever for companies to focus on marketing to their own customers and prospects,” said E-consultancy’s head of research, Linus Gregoriadis, in the report.
The report maintained that the the growth of the UK’s e-mail marketing industry in 2008 will match the 24% growth rate E-consultancy estimated in 2007 even though the economic climate looks set to get worse.
Among the trends E-consultancy said are at play in the UK e-mail services market are:
*Companies are increasing their focus on e-mail marketing as it becomes more integrated within the marketing mix.
*A better understanding of return on investment is leading to increased spending.
*The so-called credit crunch and slowing economy are increasing the importance of retention marketing.
*Smart marketers are turning their attention to building and improving lists.
*Companies are seeking to learn more about customers and make messages more relevant.
