New research has revealed that email marketing is becoming more accepted by consumers and therefore may be an effective way for firms to generate new business leads.

Research conducted by G2 Data Dynamics discovered that for 57 per cent of respondents, email is their preferred method of communication.

According to UTalkMarketing, men were also found to be more receptive to marketing campaigns than women, as 60 per cent of males welcomed email communication compared to 54 per cent of their female counterparts.

However, Alan Thorpe, commercial director at G2 Data Dynamics, warned marketers not to neglect other marketing tactics in favour of solely using email.

He explained that "marketers should not neglect the need for a multi-channel approach to get their message across via a mix of channels".

In related news, businesses were recently advised by Speed-Trap to consider combining their online and offline marketing strategies.

Written by Julian Poulter and Copyright "Selling People 2009"