Email marketing 'still not targeted'

Many consumers feel the email marketing they receive is not relevant to them, a new study has found.

Companies are still failing to effectively target their email marketing messages, new research suggests.

According to the survey of 2,000 consumers from GI Insight, 53 per cent of those questioned did not believe the emails they received from brands were relevant to them.

Despite this, many consumers are interested in receiving email marketing messages, with 73 per cent admitting they had given a company they had purchased from permission to email them.

However, those questioned were less likely to allow a company which they had not bought from previously to contact them through email, the research also found.

There is a discrepancy between what brands send and what consumers want. For email to work as an effective medium for both the consumer and organisation, drilling down into customer data and using that obtained insight to more accurately target and personalise the email should become the norm.

CFL are about to release a new Integrated Email Marketing presentation.

Phil Martin, Marketing manager at CFL said "Email is everywhere. Its tried and tested. We use it at work, at home, even while travelling through mobiles or smart phones and more recently platforms such as social networks and blogs. It has become too big and too important for marketers to get wrong!

We hope our FREE presentation will give an insight of best practice of successful integrated email marketing campaigns".