With the increase in businesses using online direct marketing tools, such as email, it has become more important to stand out from the crowd.

It has been claimed that despite email marketing being a proven winner in online direct marketing, companies should aim to get the most use out of the tool through a variety of imaginative of creative ways.

Experts are predicting that direct marketing executives will focus on client engagement in email marketing campaigns throughout 2010.

They will increasingly look beyond email-open and click-through rates to determine the level of client engagement, with measurement data set to significantly develop in 2010 to allow email marketers to analyse how a client interacts with a company website.

According to a report, email marketing was found to be a commonly used marketing channel among growing businesses and is a likely option for companies moving forward.

The report found that of all strategies, email marketing generates the highest direct marketing conversion rates, while Twitter is the most effective means of extending advertising reach.

According to experts, email marketing must continue to evolve as technology develops to add to its experience and value.

This follows claims that the traditional email inbox had become fragmented into a range of formats including social media and mobile devices.

According to experts, organisations can increase their marketing returns by combining direct mail with an email campaign.

Despite email being an inexpensive and increasingly popular option, direct mail should supplement it as part of a combined marketing strategy.