By following a number of "golden rules" for email marketing, a wide variety of businesses will be able to increase their online return on investment, it has been suggested.

Michael Ferranti, chief executive of internet marketing firm Endai Worldwide, claimed: "Email marketing offers one of the most cost-effective ways to market to consumers.

"Start-up costs are so small that any company can integrate a smartly designed campaign into its marketing programme in a short time."

Mr Ferranti advised marketers to send correspondence at times when it will be of particular interest to their audiences, for example providing information about jewellery when an anniversary or special occasion is coming up.

"This puts the sender in the position of providing information that is needed and wanted," he suggested.

He added that marketers should look to "entice" users to opt for email marketing lists by using special offers and banner advertisements.

Meanwhile, advertisers were advised to ensure their content is of value as asking users to submit their email addresses "is the equivalent of asking for a phone number that's privately listed".

Last month, Clint Smith wrote on DM News that getting permission to send emails is the "first rule" for this form of online marketing and could be crucial in maintaining click-through rates.