Firms looking to foster long-term working relationships with companies they have targeted on business lists have been reminded that email marketing could be crucial to their cause.

New advice from MediaPost Publications says that some 70 per cent of leads are long-term opportunities and that email campaigns will help secure a return on investment in the future.

MediaPost Publications representative Loren McDonald said that those receiving the average two per cent conversion rate from pay-per-click advertising may want to think about a follow-up campaign which is email-based.

She said: “Email lead-nurturing programs can help turn many cold and warm leads into those that are sales-ready.

“A well-designed and promoted email program will capture a good proportion of the 98 per cent who don’t convert to your primary conversion goal – many of whom will then become customers because of your email messages.”

Related Topics: Email Marketing