Britain’s email marketing industry is expected to show an approximate growth of 15 per cent by the end of 2009, findings from a new Econsultancy report have indicated.

The Email Marketing Platforms Buyer’s Guide has revealed that, as those involved in online marketing services continue to see a return on investment (ROI) from the service, it will continue its progress from 2008, which also saw a 15 per cent rise, to be valued at £292 million by the end of the year.

Such growth has been driven by the industry’s inherent accountability and capacity to be measured, Econsultancy’s research director Linus Gregoriadis said, adding that, because it has a high ROI with relatively little cost, "many companies are diverting budget from direct mail to email marketing".

Earlier this month, brands were advised by Marc Munier, writing on the Econsultancy blog, to maximise their results from email messaging by spending more time on the subject lines in order to encourage click-through.

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