IAB highlights difficulties of email marketing

The Internet Advertising Bureau (IAB) has confirmed that while email marketing is something that is easy to implement, it is not an easy medium to utilise effectively.

According to Ben Butler, content manager for the IAB, an important element of email marketing is ensuring that the subject of the email is both engaging and appropriate for the target audience.

Mr Butler also confirmed that layout and text issues are also important.

"The copy you use in emails is incredibly important, keeping it concise, engaging and to the point," said Mr Butler.

"Ensuring your address lists are accurate, up-to-date and segregated into appropriate groups can have an immediate positive effect on open rates."

Moreover, Mr Butler also noted that although customers may receive an email communication every month, they may not be able to read it because the email has been caught within their spam filter.