Online vendors should make greater use of research in order to maximise their sales potential, it has been claimed.

According to the Direct Marketing Association, internet marketing services should make tracking studies, pre- and post-awareness research, creative testing and price evaluation central to their sales schemes.

Robert Keitch, the group’s chief of membership and brand, said that too often pay per click marketing services rely solely on old campaign results and broad testing to make important decisions.

“Research enables direct marketers to significantly and continuously improve the performance of their campaigns by connecting them to their target audiences in a cost-effective way which delivers actionable results,” he added.

Mr Keitch went on to stress that direct marketers make use of all the tools available to them in order to maximise the precision of their approach.

Last week, Matt McNeil – founder of Sign-up.to – commented that personalising messages in email strategies is vital for attracting online business.

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