Businesses must understand how Internet Service Providers’ (ISPs) new filtering practices will impact their marketing emails or risk losing sales, it has been claimed.

Many companies are failing to realise how spam-blocking filters could prevent their email marketing campaigns from hitting home, the Direct Marketing Association (DMA) says in a new white paper.

It highlights how companies need to use email campaigns carefully to encourage subscribers to read messages, in order to reinforce the sender’s reputation.

ISPs, the DMA report explains, have introduced ...

Integrating email marketing campaigns with other business activity delivers the best return on investment (ROI) from the channel, a new survey reveals.

The Email Marketing Industry Census 2012 found that companies which have their sales and conversion data well integrated with their email activity are 49 per cent more likely to consider email as providing an excellent or good ROI.

It also shows that businesses carrying out basic segmentation and testing of their email campaigns are more likely to see results.

Although just ...

Online fashion retailer Very.co.uk is launching its spring 2012 collection with a new integrated marketing campaign under the banner Love your Wardrobe.

The campaign revolves around direct marketing, targeted email activity and a microsite, all designed to get  women thinking about what’s in their wardrobe.

Very wants to engage with women who feel uninspired by fashion by creating a conversation, with topics such as style tips designed to spark interest among the target audience.

Women will be able to get style tips via ...

Marks and Spencer (M&S) has demonstrated the value of tailored email marketing after reporting a massive rise in feedback following the launch of its post-purchase email campaign in March 2011.

The retailer has seen a 427 per cent increase in customer reviews since implementing a series of new functions into its email campaigns.

M&S is improving engagement by tailoring the post-purchase email for each individual customer, such as by including a link in the email to the review page of the product ...

Brands could do much more with mobile email marketing as a report reveals the majority of companies are failing to tap into the burgeoning smartphone market.

Research from Econsultancy shows 84 per cent of companies are not designing marketing emails for mobile, while 70 per cent have not even optimised their website for mobile.

Just 28 per of companies and 30 per cent of agency clients say they have used mobile phones while testing.

For testing using tablets, the figures are even lower, ...