The importance of providing relevant information to consumers through email marketing has been once again emphasised by a US expert.
Colorado-based real estate guru Bruce Swedal stated that it is vital for businesses in any sector to provide customers with the right information when using the format, without doing so in a manner that drives them away.
In a column for the American Chronicle, he added that effective email marketing can help boost sales and interest in a company.
He said: "When done properly it can generate sales and traffic to your site. What you want to make sure you do is provide content in the email that is valuable to the receiver.
"Not doing so can generate complaints, blocked email addresses and angry customers. The best approach I have seen with this is by using voluntary opt-in email lists."
Research by Responsys last year found that relevance was the key concept email marketers like to ensure is involved in their campaigns.
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