Email marketing allows smaller firms to remain in touch with their clients in an affordable and effective way, an expert has claimed.

Search engine optimization professional Nick Stamoulis made his comments through Brick Marketing’s Email Marketing Journal, noting that contacting clients regularly can allow a relationship to develop.

"Email is often more effective than direct mail and since it’s so much cheaper, you can send it more often, creating a real bond with your clients or potential customers," he explained.

Furthermore, using email marketing in preference to sending information through the post is a more environmentally friendly option as it saves paper, Mr Stamoulis continued.

However, earlier this year, the blogger reminded marketers that emailing dull content will not help increase sales and could even damage a firm’s reputation.

Mr Stamoulis urged businesses to "spice up" their writing and make it exciting as well as useful in order to retain reader numbers.

He remarked that just a few boring email messages can lead to people unsubscribing.