Many firms that have been forced to cut marketing budgets for the coming year will be increasingly reliant on email marketing, according to one industry figure.

Thomas Harpointner, the chief executive of web services provider AIS Media, has emphasised cost and measurability as the factors which will lead to email marketing becoming a popular part of firms’ business-to-business campaigns.

Mr Harpointner went on to pick out email marketing as a cheap alternative to direct mailing services.

He said: “Companies are finding increased benefits in email marketing during this steep economic decline.

Email allows companies to continue their marketing programs even during the worst of economic times in a way that allows them to trace lead generation and gives them a measured return on investment.”

Meanwhile, email marketing solutions provider SendStream has recommended the segmentation of business lists in order to target campaigns more effectively.

Related Topics: Email Marketing