Email marketing content "incredibly important"

The content included within marketing emails is a vital aspect of their success, a spokesman for the Internet Advertising Bureau has commented.

Ben Butler, a content manager with the body, explained that the information included in a message is "incredibly important".

He urged marketers to ensure their copy is "concise, engaging and to the point".

"Email marketing is easy to do but very hard to get right," Mr Butler asserted.

The expert suggested that businesses spend time considering how they could change their marketing emails to make them more successful.

Changing the subject line or moving the content of an email around can make a big difference to the success it achieves, Mr Butler added.

A study recently published by Habeas revealed that almost seven out of ten consumers prefer receiving emails to any other online method of communication, such as instant messaging or video.

However, almost 90 per cent of those questioned by the organisation stated that they would like to have more control over the content of the messages and how often they receive them.