Email marketing can be "key" to a company’s profitability, it is claimed.
Industry commentator Ray Lam, writing for his eMarketing Links blog, suggests any business seeking to grow its profitability should launch an email marketing campaign.
The most successful businesses often use direct marketing via email, he continues.
However, Mr Lam warns promoters not to let their marketing messages appear to be just sales copy.
"Your creative efforts will make a huge difference. Always remember that the less it looks like an ad campaign designed only to get some quick money into your pocket, the more effective it will be," he argues.
Recently, Meenakshi Wali, the co-founder and business development head of promotional agency Rupiz Xpress, said a well-planned email marketing campaign can do more than simply drive sales.
It can also raise a company’s online visibility and boost its reputation, she added.
Ms Wali concluded that email is a low-cost option which offers a high return on investment.