The proportion of consumers approving of email marketing content has increased during the last 12 months, it has been reported.
According to the Direct Marketing Association (DMA), improved segmentation and better targeting has helped raise the popularity of the channel.
The number of consumers reporting that 50 per cent or more of the marketing emails they receive are of interest to them has increased over the past year from nine per cent to 30 per cent.
Just one in four (24 per cent) consumers now say that less than ten per cent of the marketing emails they receive are of relevance to them.
This figure has fallen from 64 per cent in 2010, highlighting the changing views among consumers towards such material.
The DMA also discovered that consumers are signing up to receive regular emails in ever-greater numbers, with 50 per cent of consumers reporting they now receive 20 or more emails from brands they trust every week.
Chris Combemale, executive director of the DMA, said brands are constantly learning how best to build trust with their customers.
He claimed that this is "vital" for successful email marketing.
"The massive rise over the past year in the number of emails that consumers report as being of relevance to them is a direct consequence of improved targeting and segmentation techniques, as well as a greater understanding of the kinds of content that are appealing," he stated.
"This will be a great a boon for business."
Some 30 per cent of those surveyed considered more than half of the emails they received from trusted brands interesting or relevant to them.
As such, marketers may be tempted to allocate an increasing proportion of their budgets to email advertising in the future.
Posted by Jon Aspinell on 24th October 2012
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