Email marketing a highly effective sales tool for growing businesses HOME » NEWS » Email marketing a highly effective sales tool for growing businesses Growing businesses that use email marketing have a "highly effective sales tool" at their disposal, according to an expert. Andrew Robinson, managing director at marketing technology company Lyris, made the comment at the launch of a new tutorial designed to highlight the benefits of using analytics. The video, which is available on the body's website, also includes advice on understanding the way that customers react to promotions. "Email marketing is a highly effective sales tool at any time," Mr Robinson explained. "However, there are too many businesses running campaigns which underperform after they press the 'send' button, because their approach to analytics is too narrow." Recent research carried out by Unilever, eCircle and GfK found that email marketing can increase brand awareness by nine per cent. According to Precision Marketing, the study found that the promotional channel can double a consumer's intention to invest in a product or service, while a third of people claimed they would use vouchers received through online avenues. Source: http://www.businessstrata.com/