Firms urged to market to current clients

It can make budgetary sense to market to existing consumers rather than seek new clients and email is a good way of doing so, an expert asserts.

Diane Costa, director of sales at the agency Marketing Mechanics, remarks that during a financial downturn, it makes sense to efficiently and cheaply target new business.

It can be cost effective to attempt to upsell to existing consumers through mediums such as email, rather than seeking new clients, she suggests.

"If the groundwork has already been done and a customer has already used a company's products or services, marketing to this customer over sourcing a new customer should offer a positive and cost effective return," Ms Costa adds.

Adam Audette, founder of AudetteMedia, recently commented in the firm's blog that it is essential marketers offer email recipients value.

He added that such content could be useful tips and news, coupons and special discounts, which will drive targeted traffic to the firms' sites.