Experts have advised that growing businesses should not be reluctant to use email marketing as it offers one of the best advertising returns for small companies.

Managing editor of Webomedia, Vangie Beal, explained that some growing companies may be slow to implement email marketing due to a lack of time or because they believe that they need to be marketing experts in order to run such a campaign.

She said that there are a number of options available to growing businesses when it comes to online marketing such as contracting an external email marketing agency or getting advice from marketing consultants.

In fact, growing or small businesses often have a natural advantage when implementing email marketing campaigns. Stephanie Miller, writing for ClickZ, recently noted that small firms can be more "nimble" than their larger rivals and thus more able to engage with their consumers on a more personal level.

She added that "email is a dialogue channel, and while many still use it like a broadcast medium, the real opportunity is to engage in conversations that nurture sales and loyalty. Owners can win big with email marketing, and today's technology makes it easier than ever."

Those in the know claim that email marketing is an essential tool in the event management industry.

A study carried out by evocos, an event management software provider, found that events planners and managers use email marketing in 80 per cent of cases, showing that it is a popular way to spread word in the industry.

The firm’s managing director, Kate Oxton, explained, “being able to send out event invitations via email is not only more cost effective than traditional mail, but it comes with a lower carbon footprint and the ability to track and measure the results.”

Only 17 per cent of event managers said that email marketing played no part in their marketing strategies. Most of these managers attributed this to their perceived lack of technical skill or a lack of understanding of the benefits of such marketing.

Oxton says using email marketing is simple: “Email marketing is so easy and intuitive to use nowadays. There’s no requirement to understand HTML. All good quality solutions come with easy to use editing platforms.” She adds that anyone who can use simple programs, like Microsoft Word, can use email marketing to help promote their events.

Experts believe that firms embarking on email marketing for the first time can drastically improve their ROI by targeting clients in terms of their behaviour.

These “behavioural targeting strategies” involve taking time to research clients' preferences. A wide range of marketing strategies, including direct mail and email marketing can be made more effective through this targeted approach. This is according to Jenna Weiner from business consultancy Overnight Print.

She explained that there are various ways to gather the information from existing and potential clients: "Companies can utilise feedback campaigns through surveys, either mailed or offered online, to see what kind of information customers want to receive and which promotions or products they are most interested in hearing about."

Evidence suggests that customers are turned off then they receive unsolicited and irrelevant marketing emails and are less likely to use a brand again if they receive this kind of marketing.

Weiner also says that detailed 'opt-in choices' are a must for any new firm thinking about sending marketing emails. They should also use these forms, together with opt-out forms, to gather information on the clients’ behaviours.

All of the UK's political parties would benefit from integrating social media and email marketing as part of their digital election strategies, though the Conservatives currently have an edge over the competition.

That's according to new research which suggests the main parties could be missing out on lucrative opportunities to influence voters in the run-up to May's anticipated general election.

During the two-month period studied, the Tories sent 12 email messages compared to Labour's one and the Liberal Democrats' none. All three failed to send welcome messages after people signed up to receive email updates on their campaigns.

In a discovery many might deem alarming, the British National Party (BNP) was found to have sent more emails than its contemporaries, highlighting the organisation's skilful harnessing of digital media to make an impact on the upcoming election.

When it comes to social media links, only the Conservatives and the BNP have incorporated them into their emails, leading the research team's Margaret Farmakis to point out that the rest are neglecting "fantastic forums" for conducting true two-way conversations between politicians and voters.

"Parties that don't incorporate social media links in their emails are missing a trick, and depriving themselves of a quick and easy way to grow their communities online," she affirms.

Marketing professionals at UK rail firm East Coast and theatrical trade association the Society of London Theatre have attested to the results of recent research underlining the ability of email marketing to maximise businesses' return on investment and engage customers who are increasingly carefully researching the best deals in a given sector.

"It is a versatile channel that can be used strategically for brand building and tactically to promote special offers and events," notes Matthew Gordon from online marketing firm eBrains.

Sara Borland from East Coast points to the benefits of combining the email marketing channel with social networks, highlighting that a recent "one-way fares" campaign by the rail firm saw hundreds of travel customers share the offer on their Digg, Facebook and MySpace pages.

"Seventeen per cent of posted links garnered at least one open, and 33 per cent who opened a post then clicked. These are people we may never have reached otherwise," she reveals.

Citing targeted email campaigns used for subscribers in different age groups, the Society of London Theatre's Philippa Salvoni adds: "Using an age-centric subject line, we managed to double average open rates for subscribers in the 16-to-26 age group."

An improved email marketing system, the use of online video and social media, and a possible multichannel loyalty programme are some of the innovations being weighed up by the luxury lingerie firm Agent Provocateur as it sets out to boost its e-commerce operation, grow online revenues and target customers more effectively.

The company is turning to a web-based email marketing system that automates campaigns and improves reporting processes, whereas it previously outsourced its email marketing. Because its email database is available through the new system, queries will be able to be carried out regarding how many customers have been reached by mail shots – and how many have responded.

"Email is a very cost-effective marketing tool, but we still need to ensure that we are reaching as many people as possible," senior e-commerce manager Joanna Kelly remarked to Computing magazine.

She added that the roll-out of the new system will be followed by data analysis using categories like geographic location, nearest store, previous purchase history, date of birth and responses to past campaigns.

"We then plan to both grow and enrich our database, filling in the missing gaps, so we can send the most relevant and targeted communications possible," she concluded.

Email will remain the "grandfather" of online marketing, integrated marketing will rise to prominence and "marketing analytics" will become as important as web analytics. Those are some of the predictions for 2010 coming from one expert in the field of internet marketing.

According to marketing officer Blaine Mathieu, this year's trend will be to move away from "when or where consumers are clicking ads" and towards optimising programs to keep individuals engaged for longer periods of time. Marketers will therefore know "what happens after the click, how the consumer becomes engaged/disengaged and how they interact with the website as a whole".

However, he tells BizReport, "email will continue to be an anchor for multimedia and online marketing". Mathieu explains: "Email is recognised as the highest ROI form of online marketing and it's measurable … it really is the cornerstone."

On the subject of integration between email and social ad platforms, he says online marketers will continue to combine social media with email marketing to ensure "brands, projects and products are cross-marketed and connecting with consumers".

Another development anticipated by experts in the online marketing realm is the growth of mobile campaigns, driven by newer devices and analytics tools.

Although marketers remain positive about email's ability to cost-effectively increase customer loyalty and drive revenue, one in five are convinced the economy won't get back on its feet before the last three months of 2010.

Out of 300 email marketers surveyed last month, four out of 10 revealed plans to increase their email budgets next year, while just under half said their budgets would stay the same. Three quarters claimed the recession has had an adverse effect on their business, with 36 per cent saying they don't expect it to end "any time soon".

Despite lingering economic concerns, however, more than half of respondents admitted that increasing customer loyalty is a top email marketing goal.

"When consumers' purse strings tighten, savvy marketers remain respectful but attentive, so their brands are top of mind when their customers are once again ready to buy," remarked a spokesperson for Silverpop, which carried out the research. "Today's marketers are mindful of the important role relationship building plays in a successful marketing strategy, and they understand the unique ability of email to engage customers."

Over eight in ten email marketers surveyed intend to feature social media in their email programmes next year.

Email marketing and other online marketing channels – including custom websites and paid and organic search – will be used more by small businesses in the next year. The latest research suggests it's because smaller firms will have more time and money to dedicate to marketing activity.

Personalised product specialist Vistaprint surveyed 300 enterprises of ranging sizes over the course of a week, finding that email marketing is the method small firms have most commonly used or would be "likely to try" moving forward.

A lot of companies also have social media avenues like Twitter and Facebook on their marketing radar, though they say time is their biggest barrier to exploring them.

"Small businesses are adapting to market changes and are considering trying other methods, including online initiatives," confirmed Vistaprint's Trynka Shineman. "Not only are online options like email marketing, local search and unique websites cost-efficient, especially in a recession, but the internet is where potential small business customers are moving."

The travel sector was recently singled out for its increased focus on social media marketing, with a large proportion of companies admitting they plan to increase their spending on both it and search engine optimisation.

Businesses worldwide plan to up their spending on email and social media marketing next year, with search marketing coming a close third on the popularity list.

Out of over 1,000 global executives – across a wide range of industries – who were questioned about their marketing budgets, 69 per cent said email marketing will be a priority. Social media marketing followed with 59 per cent, while 42 per cent cited search marketing as their number one spending priority.

November's "2010 Marketing Trends Survey", carried out by Zoomerang, also indicates that 48 per cent of businesses are increasing their overall marketing budgets next year.

A spokesperson confirmed that the survey points to "a strong focus on high ROI channels like email and emerging ones like social media", adding: “While an unprecedented number of companies look to integrate email and social media in 2010, the data show that companies need to adopt new tools and strategies to properly measure and monetise their efforts."

He explained that, out of executives who have already integrated social media marketing with their email marketing campaigns, only 42 per cent have achieved a lift in campaign performance, while 23 per cent are unable to measure it.