Over 80% of firms 'to up email marketing investment'

Around eight out of ten global business leaders expect their firm to up their expenditure on email marketing in the second half of this year, new research has revealed.

The 2009 Marketing Trends Survey by StrongMail Systems found that 81 per cent of companies are set to up their spending on email, with 77 per cent also planning to increase the relevance of their messages.

Bill Wagner, executive vice-president of business operations at StrongMail Systems, said the study highlights email's "status as the most economical and effective tool in a direct marketer's toolbox".

He added: "Email marketing's ability to attract investment in tough economic times will only increase as companies leverage solutions to improve the relevancy of their messages and tap the power of social media."

Paul Elliott, an adviser for the East Midlands arm of Business Link, recently claimed email marketing give firms an easy way to build an online presence at a low cost.

Written by Debra Hastings-Henry