Email marketing spend 'will continue to soar'

Although online advertising growth is likely to slow over the next year, the amount spent on email marketing is likely to continue rising, it is claimed.

Predictions made by analysts Collins Stewart suggest the amount spent on online marketing will increase by 10.9 per cent next year and 14.7 per cent in 2010.

This is a downwards revision on the company's original predictions which suggested growth would be almost 20 per cent next year and over 20 per cent in 2010.

However, it asserts email marketing growth will continue strong.

"We believe search, lead generation, email marketing and online video advertising will likely [lead to] growth above [the] industry average," the company continues.

Government support organisation Business Link says email marketing can be "a powerful and flexible form of direct marketing".

It notes that such messages can be easily tailored to appeal to target audiences but warns firms to ensure they have recipients' permission before sending emails.