Email content 'an issue for many firms'

A "worryingly high" number of marketers are failing to consider the basics of email marketing, such as providing relevant content, a new report has warned.

Research published by E-consultancy and Adestra has found that more than half of firms seeking to use email as a medium struggle to reach recipients' inboxes and 80 per cent do not know the extent of return on investment they are losing through deliverability issues.

Furthermore, a large number of organisations are failing to supply their email marketing list with relevant content, the study showed.

"A worryingly high number of marketers are not getting the basics right - a quality database, relevant content, good deliverability and follow-up trigger mechanisms are all essential for email effectiveness," Adestra advised.

In March, E-consultancy published a report on email marketing, following a roundtable event.

The study warned that many firms are simply "firing out" marketing messages which are not relevant or interesting, leading to recipients unsubscribing from the service.