The benefits of email within internet marketing strategies have been noted by a sector commentator.

Writing on web resource DMNews, Eric Cosway states more and more online marketing companies now make use of email as part of their integrated marketing mix, since the majority of recipients accept and even welcome targeted, opt-in emails.

He states that, when used correctly, email is a cost-effective tool which can be used to nurture existing leads and formulate effective internet marketing campaigns.

Continuing, Mr Cosway notes email allows interest recipients to qualify themselves by responding to marketing messages, saving time and effort for all parties involved, be they marketers or consumers.

"Marketers can customise emails by using variable data capabilities to speak to recipients on an individual level by including personalised information, such as using a name or mentioning a recipient’s past inquiries," he concludes.

In other news, a blog post on web resource MarketingSherpa suggests email marketing list segmentation is "a must".

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