Email marketing allows brand and product messages to reach the customer with minimum expenditure, and maximum accountability, it has been suggested.

Writing for the Jazzou blog, James Cooper explained that business transactions are increasingly taking place over the web, and online promotions are helping to consolidate this trend.

He explained that thanks to email, there is no need for any expensive advertisements, newspaper publications or direct mail.

"The buyer and the seller can trade at any time that is convenient to them. In other words, there are no fixed business hours in internet marketing," Mr Cooper stated.

And because every aspect of marketing can be traced and recorded, firms are able to ananlyse the market and gain insight into how their campaigns are performing.

"By evaluating the data, the cost value profit analysis is made and that will indicate the effectiveness of the marketing," he noted.

Last week, Madison Claire of Drop Ship Access claimed that as more firms recognise the benefits of email marketing, it is crucial for messages to stand out from the crowd.