Email marketing campaigns get the most out of current customers, one industry figure has claimed.

Constant Contact’s senior vice president of global market development, Eric Groves, has suggested that in the recession, firms will be looking to get the most out of their existing business lists.

Representing the UK-based email marketing solutions provider, Mr Groves indicated that companies could be best off focusing on targets with a transactional history during the economic downturn.

“Businesses get through difficult times by turning to the customers that know them best – their existing customers,” he said.

“Email marketing, when done right, is the most cost-effective way to stay connected with your customers and generate repeat business.”

Published earlier in the month, the Direct Marketing Association Email Marketing Council’s most recent National Email Benchmarking Report found that 82 per cent of all email marketing campaigns in the period of April to June 2008 were focused on customer retention.

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