Attitudes to email marketing have improved over the past year, according to new data from the Direct Marketing Association (DMA).

Findings detailed in the DMA Email Tracking Study highlighted that the number of people who think over half the marketing communications they receive are relevant to them increased to one in three from one in ten last year.

Just 24 per cent of people questioned now think that less than a tenth of the marketing emails they receive are relevant to them.

Commenting on the findings, Chris Combemale, executive director of the DMA, said: “Brands are constantly learning how best to build trust with their customers, which is vital for successful email marketing.”

One way businesses can further develop their relationship with their customers is by sending out promotional items such as promotional pens and cotton bags.

If they print their email address on the free gifts then they may find that more customers recognise it and open their emails in the future.

1, Direct Marketing Association, Email marketing’s consumer approval ratings rocket over past 12 months, research reveals, October 19th

Posted by Robin McCrink