Why do Indian marketers consider e-mail marketing as a challenge?

India (SANEPR.com) June 17, 2008 -- To get to the core reality as to why the Indian marketers have maintained a safe distance from e-mail marketing medium, an interview was conducted with Meenakshi Wali, Business Development Head of Rupiz Xpress,one of the fastest growing e-mail marketing companies,globally.
Here are some excerpts from the interview:

Q. Unlike the West, the Asian market, India in particular, has been apprehensive of the use of this marketing format. Why so?
A. Considering the diverse cultures and languages in Asia, e-mail marketing is seen as a challenge. More so, in India, we have 24 recognized languages and most of the marketers tend to work from their regional offices, creating a need for multi-lingual e-mails which is a daunting task. It results in multiple translations of the single copy.

Q. But even the English medium for e-mails has been under-utilized.
A. Yes,this could be because of lack of good e-mail content and design.

Q. But we have technical expertise for developing the e-mail creatives.
A. Rupiz Xpress invests sound technology but most of the organizations invest poorly in the content and in return find their e-mails cluttering the Inbox of consumers.

Q. But what about the huge investments that are made on other innovative online marketing strategies?
A. There is surely a lack of sufficient e-mail lists resulting from the apprehension in the Indian consumers' mind that once they provide their personal information they will be flooded with spam mails.

Q. Then, how can e-mail marketing grow in India?
A. Well,for the start we need quality content which is worthy of the user's attention. Only then we can get a loyal e-mail lists of consumers who want to be reached and informed.

Q. How has Rupiz Xpress employed this format for better online marketing?
A. At Rupiz Xpress we believe in the strengthening of direct customer relationships. We standardize our e-mails through management of extensive databases, rich data bank of ready-to-use templates, highly creative functional designs, anti-spam measures and analysis of campaign results.

Q. Can e-mail marketing gain momentum in the online marketing sector in India?
A. If we work on the challenges together, then e-mail marketing stands as the most cost-effective and efficient tool for online marketing.

The interview clearly states the potential of e-mail marketing along with the challenges it is bound to face in this part of the world. But for instant and result-oriented marketing of a product, e-mail is the safest option available.

Rupiz Xpress is the e-mail marketing division of the Rupiz Media group, a premier online marketing firm providing services in SEM and business applications software development.


Company Details:
Rupiz Xpress is one of the fastest growing E-mail marketing firms that dispenses its expertise to build result oriented e-mail campaigns for its clients worldover.