The global email marketing sector has reached a total value of £336 million, new figures have shown.

According to Econsultancy’s Email Marketing Platform Buyer’s Guide 2010, the industry has seen a 15 per cent year-on-year growth to October.

The report stated that the fact email is easier to measure than other marketing initiatives has meant many professionals have embraced this technique during the last 12 months.

Aliya Zaidi, research manager at the organisation, commented: “The evidence shows that social media and email activity complement each other.

“The ability to distribute and share content is built into email and this supports social media activity.

Meanwhile, Steve Adams, vice-president of marketing for Protus, recently claimed that businesses should embrace email marketing during the festive season in order to capitalise on the growth in sales that is likely to take place in the months ahead.

He argued that email marketing is “fast, easy and cost-effective for reaching customers”.

Related Topics: Email Marketing