A blog has found ten ways for email marketing to be successful in the current economic climate.

Written by Stephanie Miller, the article on Media Post’s Email Insider said there is a "dumb way … and a smart way" to use the website marketing method.

Mentioning that the "dumb way" is to send out more of the same previous emails, the blog notes that the "smart way" is to adopt a different strategy to the one that most other email marketers would employ.

Noting to "get the tone right", the article also notes that discounts should not be the only tool used to drive sales before saying that customers appreciate flexible and loyalty-based companies.

The ten tips continue with adding value, testing timing not frequency, integrating channels – by using the tool to start a conversation – and asking for feedback in every email.

Customer service is also important, the blog adds, suggesting to thank customers and "be truly interested in helping".

The tips follow research by the Retail Email Blog, which found US businesses are intensifying email marketing campaigns on the run up to Christmas.

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