An Email Marketing job or CRM job hinges on the optimised use of an incredibly cost-effective way of delivering marketing and promotional campaigns.

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These campaigns go directly to the target audience through a medium that most will consistently use throughout the day, every day. With relatively insignificant running costs and the ability to reach millions of leads, there is huge potential.

The future of email marketing is twofold: automation and segmentation. Automated strategies involve the use of CRM software to send automatically triggered campaigns out at specific touch points throughout the customer lifecycle. Segmentation is the highly personalised approach of using collected data to filter a database down to only those customers who would be interested in the content of the campaign, thus improving its efficiency.

To develop skills and experience in these two areas would guarantee a candidate remains at the forefront of the industry, and would be in high demand from any business with a significant email marketing strategy.

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