Email marketing is becoming an increasingly popular way of creating successful targeted advertising strategies, one expert has suggested.

According to a spokesman for the Chartered Institute of Marketing (CIM), companies looking to make the most of direct marketing are turning to email campaigns as they are cheaper and more likely to work than traditional methods.

David Thorp, director of research and information at the CIM, said that although postal marketing campaigns were still though of as "a tried and tested format", unsolicited mail and postal restriction services were seeing a decline in take-up.

He added that email marketing represented a much better way of targeting the right demographic as it allowed consumers to opt-in or out of communications.

"The advantage of email marketing is that it’s much cheaper than direct mail through the post, has more chance of being read, and is seen as less intrusive than other mediums such as the telephone," he said.

Earlier this week, a spokesman for the Entertainment Retailers Association advised small retailers to "specialise and innovate" when it comes to marketing.

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