Firms will utilise email marketing strategies more during the recession as budgets shrink, according to one industry figure.

Email marketing solutions provider Constant Contact ’s senior vice president of global market development, Eric Groves, has suggested that as companies are forced to become more resourceful, the relatively inexpensive tactic of email marketing will come to the fore.

He said: ‘The challenging economic climate has caused businesses to pick their heads up and evaluate the effectiveness of all of their spend.’

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