Email marketing professionals should be careful to ensure that they do not bombard customers with correspondence.
According to an article by Exchange4Media, over the past few years customers have grown tired of having "emails blasted at them from people they never asked for", which, rather than helping a brand, would act as a hindrance.
Indeed, the news provider said that one of the key things holding back email marketing at this stage has been the lack of innovation.
A lot more creativity and interactivity needs to be used in order for progress to be made, something that is forecast to change in the coming months.
"It's important to remember that email as a marketing tool must be used tactfully, as it is far more intrusive than display ads," the article said.
"Marketers should create a platinum database of high-response customers. White-listing is important to make sure that one’s content lands at the right place and the right time."
Posted by Richard Jones