The use of email marketing has been highlighted as essential in business and consumer communication by an industry expert, who has set out a few ways it can be harnessed to improve customer engagement.

Writing on the Econsultancy blog, James Gurd observed that customer reviews are a useful tool as they support search engine optimisation, with engines placing greater value on rich snippets and email can be used to promote reviews.

And social media was also mentioned, with the practice of including standard buttons in each web message pointing to brands’ social profiles being recommended.

Event-triggered emails are another method of note and can be effective if they integrate on-site functionality like wishlists, he added.

Mr Gurd went on to note that, although "naysayers [are] claiming email marketing is on the way out", 30 per cent of company’s in Econsultancy’s recent census claimed to have a return on investment in excess of 500 per cent using this technique.

In related news, a recent report by Marketing Sherpa indicated that email marketing was one method that had benefited from the recession, with many companies in a range of sectors using it.

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