Email is a 'cheap yet effective lead generation tool'

Email has been identified as one of the marketing tactics which generates the highest number of leads at the lowest cost, according to new research.

A study conducted by MarketingSherpa revealed that a large percentage of marketers use this tactic compared to other methods.

However, this is not the only technique businesses should employ.

The website states: "Tactics, such as direct mail and telemarketing, are essential pieces of a well-rounded lead nurturing campaign."

It is claimed that some prospects respond better to this kind of marketing "and lead nurturing is all about connecting with the right prospect at the right time and in the right way".

In future, new platforms such as social networking sites and Web 2.0 channels could also be utilised by marketers looking to generate leads, according to Marketing Sherpa.

According to Cambridge Network, if businesses do want to take advantage of telemarketing, outsourcing their campaign means that a team of experts are providing the service.

Written by Julian Poulter and Copyright "Selling People 2009"