'Content is king' for email marketing

Consumers are disinterested in email marketing messages which are not targeted to their specific preferences, making content vital, according to one expert.

Industry reporter Kristina Knight makes her comments in an article for BizReport, suggesting firms work to make their messages more engaging.

Promoters must ensure their content is interesting to recipients and they are not just sending impersonal product details, she explains.

"Improving your content is the key to a happy, engaged subscriber base. And that is the key to improved campaign [return on investment]," the commentator continues.

Recipients have to feel they are benefiting from their subscription, so marketers should also consider sending special offers, Ms Knight adds.

The Direct Marketing Association's Email Marketing Council has published best practice guidelines for firms wanting to use the medium successfully.

It recommends companies work to improve the relevance of the marketing messages they send as this will help retain subscribers.

However, the council warns marketers not to send messages with subject lines which appear to be spam, such as "hot", "free" and "introductory".