Firms 'must work on email marketing relevancy'

There must be more effort made by British companies to increase the relevancy of their email marketing campaigns, it is claimed.

Raman Gupta, a spokesman for Experian, makes his comments to the website mycustomer.com, asserting that recent research by his organisation and the Direct Marketing Association shows email marketing is becoming less targeted.

"Too often we see brands investing in digital marketing without the rigour around targeting, process, content and learning that should characterise modern marketing," he continues.

He called for businesses to more carefully research various channels to assess how best to ensure relevant marketing and decent returns.

Earlier this month, the Direct Marketing Association's Email Benchmarking Report found that businesses using the platform are making better use of data, resulting in higher delivery rates and lower bounce rates.

A spokesman urged companies not to become complacent, adding that there should be an ongoing focus on deliverability.