Tuesday 21st October 2008New research has suggested that email marketing could be set to play a major part in many businesses' marketing strategies over the next year.
The study by eMetrics Marketing Optimisation Summit found 83.6 per cent of companies are planning to either increase or maintain the amount of money they spend on email in 2009.
In addition, the US findings, which may reflect UK trends, also highlighted that the channel was the least likely to experience a fall in the budget spent on it.
Jim Sterne, one of the authors of the report, said there may be two reasons behind the popularity of format.
"This may be due to the fact that email is relatively inexpensive compared to other channels or that many companies have found it demonstrably effective," he explained.
A recent poll by the Online Marketing Blog found that email marketing is among the top five promotional channels expected to be used by businesses in the next six months.