CRM 'should continue to be used with email marketing'

Email marketing continues to be a cornerstone of money-making for companies looking to ensnare customers, particularly in the approach to Christmas, according to an expert responding to a new survey.

Epsilon's report last week found that 18 to 25-year-olds in the UK are very receptive to free products or discount offers offered through email marketing - more than any other age group - underlining the way it ought to be paired with customer relationship management (CRM) and similar business management software.

Richard Wright, the marketing manager for Epsilon International in Europe, the Middle East and Africa, said that email marketing stands strong during the financial downturn and experts continue to recognise the advantage of the measurability and cost-effective approach despite smaller budgets.

He continued: "In comparison to many other weapons in the marketing arsenal, email has consistently delivered ROI and become an integral part of the marketing mix."

Mr Wright added that email campaigns can be monitored in real time and offer a level of security they "simply wouldn't get" from direct mail or press advertising.

Small Business Management Software from Atlantic Global OnDemand.

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