Email marketing is an “affordable tool” that industry professional can use to improve the success of their campaigns, an expert has advised.

List builder Michael Murphy said that making effective use of email marketing techniques can help businesses increase sales.

Writing on Best Syndication, Mr Murphy pointed out that marketers can employ a wide range of simple methods to encourage potential consumers to click through to their websites such as using programmes like Google’s Adwords to draw web traffic to email subscription landing pages.

“You can select the keywords you want to use and then create a campaign around them, using classified-like ads to get people to sign up,” Mr Murphy said.

He added: “Make sure you have a great landing page, because every person who clicks away without signing up costs you money.”

According to a recent Internet Retailer report, over two out of five marketers are still seeing “unacceptably” low rates of delivery even though email delivery rates have increased.

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