Small firms 'will rely more on email marketing'

Businesses will be relying more on email marketing to stay in touch with customers during the recession, one firm predicts.

Email marketing will be the "cornerstone" of online campaigns for many firms, states Campaigner.

"In 2009, small businesses will continue to focus on improving the targeting and relevance of their campaigns," it explains.

This will lead to smaller and more precise marketing lists for html email newsletters and a move from mass emails to one-to-one marketing, the firm suggests.

Other focal points will include email automation, which can improve the timing of email marketing campaigns, more integration with social media and the need for clean data.

Email marketing is the perfect fit for small businesses, as it allows them to market like the big players, adds Luc Vezina, head of marketing at Campaigner.

Next year will see smaller email lists yielding better results because improved targeting will ensure customers get more relevant mailings, he comments.

The internet could be a "ray of light" during the economic downturn, one expert said this week.

Domain name entrepreneur Mike Zapolin suggested that it will help businesses survive.