Email marketing 'getting attention in downturn'

Marketers are looking to use email and Web 2.0 as the economy declines.

Email marketing is becoming a focus of attention in the dwindling economy, it has been reported.

A study by MarketingSherpa found that while a number of online marketers are shying away from email lists and Web 2.0, 48 per cent are still planning to increase their spending on them.

MarketingSherpa also noted that both strategies are comparatively cheap.

Furthermore, it added that emailing house lists is known to bring in return on investment.

But 43 per cent of marketers intend to cut their spending on emailing rented lists, while just six per cent plan to increase it.

The advantages of email marketing have also been listed by the Internet Advertising Bureau.

Among its perks are its speed and cost effectiveness, as well as the fact that email has been shown in many studies to be the internet's most used application. In addition, it can be simple for marketers to target and segment emails.