"Great content" key to marketing success

Success in marketing can be achieved by delivering information that is valuable and relevant to the consumer, an expert has asserted. Using this strategy and avoiding "self-promotional material" can mean consumers are less likely to ignore an email marketing campaign, according to Constant Contact. The more relevant an email is to a consumer, the more likely it is to be read and subsequently forwarded, said Eric Groves, senior vice president of global market development at the firm. "Great content is not about you, it's about sharing what you know. If you make your readers smart they will reward you with their business," he added. Mr Groves explained that consumers are more likely to ignore a firm's marketing campaign if they are emailed too regularly. Research conducted by the Direct Marketing Association's Email Marketing Council earlier this month found that techniques which focus on retention, rather than acquisition, are being used increasingly in email marketing campaigns.