Businesses should embrace the use of email for marketing campaigns because it is highly efficient and cost-effective, experts have suggested.

According to a recent survey carried out by Jupiter Research, 60 per cent of business decision makers prefer to receive marketing messages by email and the internet over other mediums, the Direct Marketing Association reports.

QuantumDigital chief marketing officer Eric Cosway said: "Marketers intent on planning online marketing campaigns and practicing effective email design should understand the importance of using and reaping these multiple benefits."

E-marketing reportedly saves time and effort for both consumers and marketers, campaigns could be customised by including personalised information on emails and the internet marketing consultant could access a statistics report that outlines delivery figures and open rates, hit rates and click-through analytics.

Meanwhile, Google Analytics underwent a transformation last month with the introduction of its upgraded AdSense.

Google's updated analytics provides consumers with a tool to break down results further with advanced segmentation, enabling them to examine specific areas of web traffic and users' habits.