The most effective email marketing campaigns aim to give consumers information that they do not already possess, it has been claimed.
Constant Contact has suggested that sending emails which don't really amount to more than promotional material can be detrimental to a campaign.
This is because the recipients of these emails will be less likely to open an email they believe will not tell them anything new, said Eric Groves, senior vice president of global market development at the company.
Mr Groves pointed out that giving consumers more information about a business, rather than retreading previously covered ground should meant that readers of the emails will be more likely to "reward you with their business".
He noted that sending very similar emails to the same people several times will probably result in the emails being ignored.
"The higher the relevancy of your message to the recipient the greater the likelihood of them opening it, reading it, and forwarding it on to others," he commented.
© Adfero Ltd
