According to recent research quoted in this Equi Media report, email marketers need to invest in better analysis and business intelligence. Recent research found that some poorly-targeted marketing initiatives anger consumers.
"The knock-on effect of this is that 52 per cent of consumers treat all marketing messages in their inbox as spam, a TNS survey, commissioned by analytics vendor Kognitio, revealed.
"Of the 2,031 respondents, 59 per cent indicated that they wanted more stringent legislation on email marketing.
"But there was a bright side to the findings, as 64 per cent of the survey's participants said they would engage with email marketing if it was properly targeted."