Accountability 'helping email marketing flourish'

Email marketing is more resilient than other platforms and has survived budget cuts, according to a new report.

Econsultancy's Email Marketing Platforms Buyer's Guide 2009 forecasts that the overall email marketing sector will grow by 15 per cent by the end of 2009 to an overall value of £292 million.

The firm claims that email marketing is reaping the benefits from the segmentation and behavioural targeting which it can provide, with this focusing able to drive an improved return on investment.

Linus Gregoriadis, Econsultancy's research director, said email marketing "continues to flourish because it is inherently accountable and more measurable than other areas".

He added: "Many companies are diverting budget from direct mail to email marketing."

Ross Kramer, chief executive officer of Listrak, recently advised businesses not to bombard customers with unwanted email marketing messages as this can turn off even long-term subscribers.

Written by Mark Hainsby