Email effective marketing tool

Email is a "highly effective, targeted marketing channel" for small and medium enterprises, according to an online marketing agency.

Tink Taylor, business development director at dotMailer, and member of the Internet Advertising Bureau's e-communications council, said that email is a key component of an integrated marketing strategy.

He continued: "To make the most of this highly effective, targeted marketing channel, brands need to get to grips with the basics."

"Getting a specialist who understands how to properly code an email that renders correctly in every client is vital."

Mr Taylor added that investing time and resources into getting email designed professionally will significantly affect the success of online communication and will reduce the danger of brand apathy.

Last month, a study by online management services provider Habeas found that 65 per cent of respondents believe that email will continue to be their favoured means of online communication for the next five years.