Firms 'neglecting email marketing quality'

Businesses must ensure they achieve sufficient quality in their email marketing campaigns, it has been claimed.

Writing for Marketing Week, Nik Margolis, head of digital and direct at DCH, claimed that too many firms simply consider email marketing to be a cheap promotional strategy rather than an asset they should be fully exploiting.

He explained that many of the emails he receives from firms contain less than professional copy, are full of mistakes, have mixed messages and are poorly presented.

"I have worked in a number of direct disciplines - from call centres and brochure fulfilment to traditional below the line, and now digital - and nowhere has the pace of improvement been as slow as in email marketing," Mr Margolis added.

He described the lack of investment brands make in their email marketing strategies as "disheartening", especially given the many potential benefits for those who get it right.

Last week, Carrie Bendall, an expert from advice website Marketing Donut, claimed that businesses can improve their marketing campaigns by seeking help from a third-party service provider.

Written by Debra Hastings-Henry