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Small and medium-sized enterprises (SMEs) should embrace email marketing in the long term, an expert advises.
Chris Lake, editor in chief at Econsultancy, claims that this is something all businesses should plan for in the long term.
He identifies a number of areas where companies can benefit from this approach, suggesting that email marketing allows firms to assess the effectiveness of their campaigns.
Three advantages he highlights are the ability of companies to use this approach to expand into new territories, encourage repeat business and attract new customers.
"[Email marketing] should be part of a multichannel strategy and not placed in a silo, nor adopted because it is perceived as being cheaper or easier," Mr Lake asserts.
He says that choosing online campaigns is an incredibly useful decision from a measurement perspective.
Recent research by Hewlett Packard claims that 31 per cent of SME leaders stated they would be spending more money on marketing in the next 12 months.
