Email marketing 'a low cost tool for businesses'

Email marketing helps businesses connect with a growing web audience without the need for significant investment, it has been suggested.

According to John Cruz of ImageMind, current email marketing services include professional templates, detailed reports, techniques and strategies, meaning firms have plenty of options as they bid to promote their activities online.

"Email is a low cost marketing tool for large and small companies to get their advertisement out to a large target population," he stated.

However, he suggested that companies must pay close attention to the material they include in emails, as inappropriate or irrelevant messages will translate into low click through rates to their website.

Last week, 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 that this characteristic meant that many companies are diverting budgets from direct mail to email marketing.

Written by Debra Hastings-Henry