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.

Email remains the preferred mode of contact for marketing messages. This is the conclusion of a report recently commissioned by G2 Data Dynamics (the customer insight people).

Is this because email communications recipients have the choice as to when they will want to read your messages? Or because they can choose what type of messages they actually want to receive from you. That is, if your opt-in strategy gives them the choice to do so. Or because with email they are given a very clear and easy path to stop the flow of communications if they'd want to.

In any case when it comes to marketing communications...email's the winner. See below for the details.