An industry expert offers advice on how firms can better reach out to their customers through email marketing.

Firms should invest in managed emarketing as part of their website promotion because it makes perfect sense, an expert has suggested.

Abe Mezrich, communications manager at Didit, commented on US research which found that the most popular web activities among Americans are email and internet searching, reports Yahoo Search Marketing Blog.

Businesses could use internet consultants or search engine optimisation firms as both online channels, according to Mr Mezrich, offer perfect ways for meeting customers through their natural online habits.

Choosing the right words and messages, with the best-performing keywords and search landing pages, should make up your email's subject line and body text respectively, he said.

Firms should also search for clues as to what types of keywords yield the best results and capture the attention of their target audiences.

Mr Mezrich added that sponsored searches can acquire new customers, but effective email marketing satisfies the needs of loyal customers and enables them to bypass search engines to make purchases. His advice is backed up by Pivotal Veracity co-founder Michelle Eicher who has said that relevant content is crucial in email marketing.