My Media Management has underlined its belief that email marketing has a lot to offer a firm as part of a wider promotional campaign.
Jennifer Stenhouse, partner at the organisation, added that one of the many benefits the solution can bring is that it is relatively inexpensive.
If a company takes advantage of the scalable automation software tools that are on offer, the only additions to a very small initial cost come when a mailing list starts to grow significantly.
The expert suggested that this can be done through engagement with social media websites such as Facebook and Twitter.
However, managing director of Boost Marketing Chris Robinson recently warned businesses that they will not always necessarily benefit from social media.
"Research is essential here. The key to successful SEO [search engine optimisation] with Google these days is engagement, so a good strategy is to link your emails to social media platforms for greater impact," Ms Stenhouse commented.