Email marketing to grow by 15% in 2009

The email marketing sector in the UK will grow by 15 per cent during 2009, according to Econsultancy.
Its new Email Marketing Platform Buyers Guide 2009 report claims the market for email platforms and services will grow to a value of £292 million by the end of this year.

According to the firm, email marketing has proved more durable than other techniques and survived cuts in marketing budgets.

Linus Gregoriadis, research director at Econsultancy, said growing numbers of companies are now "diverting" some of their budget from direct mail to email marketing.

He added: "Email marketing continues to flourish because it is inherently accountable and more measurable than other areas of marketing, providing a high return on investment at a relatively low cost."

Graham Charlton from the firm recently claimed that unsubscribe options in email marketing messages should be easy to find as users expect to be able to opt-out using a link within the mail.

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