Accountable marketing is essential in a slowing economy because advertisers require ROI for every pound spent.  So how does email marketing offer a solution to limited budgets and the need for accountability?

Marketing is changing. There used to be a perception that marketing was all about spending money. If the directors saw boxes of brochures, advertisements plastered over every printable surface and invitations to lots of boozy functions for them to entertain clients and prospects then they were happy. But that was yesterday. Today it is all about accountability, cost per lead, conversion rates and minimal outlay for maximum return.

If you're a big brand sending millions of emails every month and you're using a professional email service provider (ESP), have you ever stopped to consider if you are actually getting good value?

Is spending upwards of £15,000 a month money well spent? Surely not when you tot up the annual total and realise that's over £180,000 on email marketing every year.