It is important that the information supplied in an email marketing campaign benefits the consumer, firms have been advised.

A post published on the online resource EmailAppenders Weblog has commented that businesses must concentrate time and energy on the content of the emails they send to make sure consumers feel they are benefiting by receiving them.

It recommended that companies supply information relating to the product or service they provide which offers useful tips or news.

"Apart from gathering opt-in email lists and sending mails to thousands of customers, companies need to concentrate on the email content," the blog stated.

However, when used correctly, email marketing can be a cost-effective tool which provokes a positive consumer response, the article concluded.

Marketing software firm EmailLabs warns that recipients will form an impression of a corporate email such as a newsletter straight away, meaning it is vital that the content connects with them quickly.

It asserts that a good email offers useful information in a tone a reader can relate to.