Email marketing helps build customer loyalty towards a company and provides a great return on investment (ROI), an expert has said.

Writing for iMedia Connection, Eric Groves, senior vice president of global market development a for marketing firm, noted that recent research carried out by the Direct Marketing Association revealed that email marketing ROI was $43.62 to every dollar spent in 2009.

He added that using the channel was highly beneficial to businesses, due to its simplicity.

"All you need to do to keep them [customers] is stay in touch with content that is compelling and useful," said Mr Groves.

"With email marketing, you can consistently communicate your expertise, your offerings and your brand."

Mr Groves explained that consumers are more likely to turn to brand they know and trust when it comes to making purchases and email marketing can facilitate this level of familiarity.

Earlier this week, Nicholas Einstein, director of strategic and analytic services with Datran Media, told BtoB Magazine that the best email marketing campaigns contain time-limited special offers that will lure in new customers.