Relevant email marketing can be the key to an effective online retail campaign, according to one expert.
The Direct Marketing Association (DMA) said this week that small and medium-sized enterprises and entrepreneurs looking to boost sales with direct marketing should ensure that their advertising is relevant and targeted.
Richard Gibson, chairman of benchmarking hub at DMA's email marketing council, said that recent research has proved that targeted marketing can be the best way to create a relationship with consumers online.
"Many studies show that the more relevant an email is to the recipient the more likely they are to engage with the sender," he said.
He added: "If you target customers with relevant messages, relevant to their needs then the response rates, over time should increase. They are also far less likely to unsubscribe."
DMA is a UK-based trade association that has developed into Europe's largest in the field of marketing and communications since its inception in 1992.
