Email marketing is set to prove more popular with firms in 2009, according to one market research company.

MarketingSherpa has predicted that the technique will take off over the coming year as businesses strive to improve their return on investment (ROI).

The firm sees email marketing as a major method of lead generation, which business-to-business (B2B) marketers will increasingly aim to boost amid challenging economic conditions.

According to MarketingSherpa: “The recession is putting increased emphasis on ROI in marketing campaigns. So, email stands out as a key tactic for marketers this year.

“Email is a linchpin and a challenge for marketers this year. That tactic stands out as a key one for marketers among all channels and lead generation tactics.”

Uses of creativity and personalisation were recommended to marketers as ways of making their email messages stand out from the crowd, while segmentation and list management were tipped to increase the effectiveness of campaigns.

Related Topics: Email Marketing