Email ‘vital for efficient marketing’

Email is extremely important for businesses looking to concentrate on effective marketing during the recession, new research has suggested.

The Email Census 2009, from Econsultancy and Adestra, showed 78 per cent of those businesses that responded rated email as excellent or good for return on investment.

Econsultancy research director Linus Gregoriadis said: “The research shows that email is a crucial weapon for marketers during the recession because, when used properly, it delivers excellent return on investment.”

However, the study revealed some firms are not dealing with their email deliverability efficiently enough as only 18 per cent of responding companies said they were aware of what percentage of their email budget is lost with non-delivery.

Mr Gregoriadis added that problems remain for numerous companies “at a strategic level”.

Eric Groves, senior vice-president of global market development at Constant Contact, claimed earlier this month that careful email marketing can aid businesses in building a rapport with customers.