email campaigns influence 48% of marketing budget: netCore's survey

Email, as a component of online marketing, received a high interest from Banking, Financial Services and Insurance (BFSI) and Internet product companies followed by Media and Travel.

The potential of email marketing is huge and marketers in India are ensuring that it is one of the important components of their marketing strategy. Keeping the customer at the centre, marketers are now ensuring that email campaigns are more targeted and relevant to the recipient. Campaign Analytics is now the heart of every email campaign, with marketers constantly tracking response rates, open rates, bounce rates, click through rate and ensuring they get a better ROI in every campaign.

"Leveraging netCore's strengths in messaging infrastructure and digital real-time communication we are ensuring that email marketing becomes a key medium in a marketing strategy of every enterprise, ensuring deep customer relationship and enabling new customer acquisition" said Abhijit Saxena, CEO, netCore Solutions.

According to a survey conducted by netCore, emails directly or indirectly influence 48 % of marketing budget of an average size enterprise. Predominantly, email campaigns are used for promotional and informational purposes, with 36% mailers sent for announcing deals and offers, 31% for affiliate marketing, 18% to communicate transactional information and 15% as newsletters.

With its existing customer base of over 300 enterprises and with more accounts added every month, netCore is very bullish about the prospects of email marketing in India. netCore Solutions has also launched on-ground workshops and events on email marketing and takes initiative to bring forth the aspects of email marketing to enable higher returns on investment from the medium. The events and workshops will bring together industry leaders to discuss email marketing initiatives and share unheard of experiences and success stories. netCore in association with IAMAI has scheduled an event on email marketing on 7th Jan 2011 at New Delhi.