Email marketing is an excellent way for companies to get their messages across when they are on a budget, an expert has said.

Matt McNeill, chief executive of Sign.Up.to, pointed out that not only is email marketing one of the most cost-effective methods available to firms, but it also provides unparalleled reporting, making it easy to gauge the return on investment being generated.

He also maintained that using special offers such as vouchers and linking them into a cross-media strategy involving social media platforms such as Facebook or Twitter is an effective approach.

“[This] can also be a great way to quickly build a mailing list to reach out to with future campaigns,” Mr McNeill explained.

He added: “Targeting appropriate offers to your audience can really boost the impact of your campaigns and the effect can be seen to carry through to subsequent non offer-based campaigns as well.”

A report released last week by Sign-Up.to found that email campaigns have an overall average UK open rate of 17.98 per cent and a click-through rate of 3.56 per cent.

Related Topics: Email Marketing