Email marketing 'must have a suitable tone'

Some email marketers are failing to ensure the content they send consumers is readable for their target audience, it has been asserted.

Nick Stamoulis, writing for Brick Marketing 's Email Marketing Journal, suggested that not all content sent to clients is reader friendly, for example writing in the manner of a "university English professor" is likely to turn off teenagers.

Furthermore, he continued, pitching the content at a childish level can offend readers and cause them to ignore such promotional messages.

"Your email content needs to be written at a level that is easy for your readers to understand and enjoy. That way they'll keep opening your emails ... as long as the content is good," Mr Stamoulis added.

The Direct Marketing Association urges businesses to ensure their messages are appropriately targeted to their consumers, noting that reaching the correct audience in a relevant way is "essential" to the success of campaigns.

It suggests using people's previous purchase history to ensure the information supplied is relevant and interesting to them.