A growing number of firms are looking to increase their expenditure on email marketing this year, new research shows.

A study conducted by Forrester Research on behalf of Shop.org found that one in four companies are looking to spend more on their online business than they had originally planned.

Of the companies planning to raise their online expenditure, 65 per cent said they intend to increase the amount they spend on email marketing, while 80 per cent said they anticipate giving their search investment a financial boost.

Sucharita Mulpuru, principal analyst at Forrester Research and author of the report, said the study highlights the fact that interactive marketing expenditure designed to drive web sales “remains a lucrative investment”.

She added that the study’s figures also point towards the growth of the online marketing sector.

A study undertaken on behalf of the Advertising Association found that internet advertising spend rose by 17.3 per cent last year.

Related Topics: General Marketing