Global firms are increasingly turning to email marketing in an attempt to attract and retain customers while cutting advertising spend, it has been claimed.
E-commerce advice group FuelNet cited figures from consulting firm Eloqua indicating 75 per cent of companies will boost expenditure on email marketing this year, although the organisation cautioned that many choices need to be made for optimum results.
"The perfect storm of financial pressures has growing businesses turning to email in droves. And for good reason, it's trackable, testable, familiar, and relatively cheap," added FuelNet.
In a statement, the company went on to say firms looking to make the best use of email marketing should consider ways to get closer to customers on the web and how issues such as a consumer's lifestyle can influence their buying habits.
Last month, RIS Media reported comments made by marketing and sales consultant John Haskell that global small and medium-sized enterprises are under-using customer relationship management on demand.