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.