A growing number of businesses are choosing to outsource email marketing campaigns in order to maximise their returns, it has been observed.

The Email Experience Council noted an increase in demand for such services, suggesting that firms are attempting to cut costs and select effective techniques.

It explained that JupiterResearch has shown email marketing to be up to 18 times more profitable than other forms of internet advertising.

And with Forrester predicting that the number of messages per user will double over the course of the next five years, the organisation expects the medium to become more competitive.

As such, companies are outsourcing operations in order to ensure they are effective - as the benefits often outweigh the costs, the Email Experience Council said.

"The only way to genuinely attract attention and boost performance is to send more relevant and personalised mails," it stated, adding: "With headcounts diminishing, outsourcing is an obvious path forward."

Last month, an Aberdeen Group study carried out on behalf of Campaigner identified segmentation as the most important aspect of email marketing when it comes to ensuring messages are delivered correctly.