By implementing an effective email marketing system online marketers can help increase their brand awareness and drive internet-based revenue, it has been suggested.

Writing on E-consultancy, Graham Charlton suggested that by instigating such a strategy, advertisers can generate more leads and sales.

He said: "A well-planned email marketing campaign can generate high response rates, allow you to get the word out about offers and discounts and create opportunities to cross-sell and up-sell."

Mr Charlton added email marketing can help keep customers updated about various special offers or unexpected changes.

He claimed that by using web analytics advertisers can also "gauge the needs of individual customers" by tracking what particular products and services they are interested in.

Email advertising was also reported to be beneficial in helping firms improve the effectiveness of their other online marketing techniques.

According to the publication, British businesses invested some £178 million into email marketing last year - a rise of some 20 per cent from 2005.

Earlier this month, a study by Internet Retailer revealed that breaking email marketing lists down by demographics such as age, purchase history and location could produce more effective campaigns for online advertisers.