Business-to-business marketers will favour email marketing as a strategy during the recession, one senior industry figure has predicted.

Eric Groves is the senior vice president of global market development at email marketing solutions provider Constant Contact.

He says that as the economic downturn forces companies to find resourceful ways to use their business lists, email marketing will come to the fore.

Mr Groves highlighted the use of email marketing to encourage existing customers to purchase more of a product or continue to use a service.

“The challenging economic climate has caused businesses to pick their heads up and evaluate the effectiveness of all of their spend,” he explained.

“Businesses have recognised email marketing for its core strength, which is building relationships and trust with people that you already have some form of connection with.”

According to the Chartered Institute of Marketing’s Marketing Trends Survey for Autumn 2008, 11 per cent of marketers are confident improvements will be seen in the UK economy over the next 12 months.ADNFCR-8000151-ID-19074164-ADNFCR

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