Enterprises are increasingly turning to email marketing in the current uncertain economic climate, it has been revealed.
According to web-based managed services firm AIS Media, the facility allows enterprises to trace lead generation and gives them a measured return on investment, while levelling the playing field for small and medium-sized businesses.
Chief executive of the group Thomas Harpointner said: "Companies are finding increased benefits in email marketing during this steep economic decline.
"Email allows companies to continue their marketing programmes even during the worse of economic times in a way that allows them to trace lead generation."
The group went on to say email marketing - repetition is a cost-effective alternative to direct mail.
Last week, IT industry analyst IDC claimed that as marketing budgets become restricted and companies focus on efficiency, effectiveness and return on investment, technology marketers and sales now need to centre on tactics that yield results.