Email 'helps lead generation during the downturn'

During the economic downturn email marketing may be essential for lead generation, it has been claimed.

According to web-based managed services firm AIS Media, the facility gives businesses the chance to better trace lead generation as well as providing them with cost-efficient results.

Furthermore, it also levels the playing field for small and medium-sized businesses, meaning it could be especially useful for those starting up in the UK.

Thomas Harpointner, chief executive of AIS Media, said: "Email allows companies to continue their marketing programs even during the worst of economic times in a way that allows them to trace lead generation and gives them a measured return on investment."

The Telegraph recently reported that despite the recession in the UK, there is still a healthy number of businesses starting up in the country, with no significant decline from last year's figures.