Email marketing perks revealed

Email marketing is heading in the direction of "relevancy, segmentation, targeting and analysis", according to the Direct Marketing Association (DMA).

It has been moving this way for "some time" now with many studies highlighting how the relevancy of an email is an important factor in whether or not a recipient will engage with the sender, the group said.

Richard Gibson, chair of Benchmarking Hub at the DMA Email Marketing Council, suggested that using a business's marketing tools effectively can ensure that email marketing justifies its initial investment.

"If you target customers with relevant messages, relevant to their needs then the response rates, over time should increase. They are also far less likely to unsubscribe," said Mr Gibson.

Commenting on email marketing more generally, he added that additional effort and investment can "quickly add to the bottom line".

The Direct Marketing Association UK is recognised as Europe's largest trade association in the marketing and communications sector.