With rising interest around new mobile communications platforms, there are several early adopters that are successfully utilizing this medium to market and communicate with customers. However, there is still a large majority of marketers who want to first maximize their current e-mail efforts. Most marketers have only scratched the surface when it comes to using e-mail as an effective marketing tool.
New techniques for personalization and opportunities for e-mail to play an important role in more tightly integrated cross-channel communication strategies make e-mail a marketers' tool of choice. In fact, a recent survey from Datran Media found that 82 percent of the marketers questioned said they plan to increase their use of e-mail marketing in 2008. This year, though e-mail marketers are targeting mainly by geography and demographics, more will be using more complex behavioral targeting to increase relevancy within e-mails in 2008.
