A recent study by a leading marketing services firm has revealed that firms that cut manufacturing and administrative functions during recession earn more profits than those that brought down their expenditure on marketing. But with the current economic scenario stretching the IT marketing budgets thin, how can firms contain the costs of acquiring and retaining customers?

Try e-mail marketing, one of the most effective and economical marketing strategies that has proved its worth across different genres of enterprises all over the world. There is a weighty and consistent body of data to prove that email marketing generates a high rate on investment. Consider this:

1. The time is now: With increased pressure on IT services to expand their role beyond sales support and contribute to revenue generation and opportunity development, email marketing could be the ideal tool that helps your team reach the target audience. It promises returns in the form of sales, downloads, inquiries and registrations.

2. Get the basics right: Understand the market and the target clients before framing the message. By delivering useful information to the prospective client, you can extend your relationship to the inbox.

3. Concept, copy and design: A good strategy, clear copy and an effective layout can engage the prospective client.

The copy should be brief, straightforward and personal. But no over promising and hard sell. Instead, the message should address the client’s problems and needs.

Also, include a space for response, or direct the reader to a Web page with more information or response space.

4. Call out: Give special attention to your subject line, as this is what will invite the reader to your offer. Say what is necessary to encourage readers to open the message in a simple way. Don’t try to trick the reader like a spammer would.