Email marketers should use segmentation to improve the effectiveness of campaigns, it has been suggested.
Forrester Research has found that just 55.2 per cent of retailers are using the practice, meaning many are sending emails to consumers that will not be interested.
The firm notes that segmentation can help companies target potential customers, even on a basic level.
"A few simple differentiations in the messages you send out can increase your clicks and conversions tremendously. Simple segmenting can be folks who clicked through versus those who did not," explained spokesperson Julie Katz.
And she added that customers buying particular products can provide a further means to segment.
Earlier this week Yahoo! announced improvements to its geo-targeting service for search engine marketing campaigns.
It now allows companies to target customers according to more specific geographic locations than was previously possible, as they are based on internet protocol addresses.
