E-marketing 'boosts online presence at low cost'

Web-based promotional strategies allow companies to maintain a "strong online presence" for a relatively low cost, according to an expert.

Paul Elliott, an adviser for the East Midlands arm of Business Link, said using so-called e-marketing channels like email means firms can still enjoy promotional coverage despite cutting back on their overall budgets.

However, he warned that meeting the demands of subscribers is key to using such channels effectively.

"One key thing to remember is to keep the whole e-marketing approach customer focused," he explained.

"With e-marketing it is easy to keep your campaign refreshed much more so than print: so ensure it is refreshed and interesting for people each time they revisit your site."

Recent research by Epsilon found that open rates for email marketing rose for the third consecutive quarter at the start of this year.

Written by Mark Hainsby