According to president of Rocan International Darren Salkeld by making sure marketing techniques directly meet customer needs, firms are more likely to generate profits.
He said: "If you provide your visitors with a targeted, valuable front end offer, your opt-in email list will grow - and so will your revenues.
"Because people already get so many emails these days, you need to provide them with a really compelling incentive to join and remain receptive to your communication."
Mr Salkeld added that as consumers are likely to ask "what's in it for me?" companies should look to emphasize the benefits of the product or service they are offering, rather then just the features.
However the Email Marketing Industry Census 2007 from Adestra revealed that 47 per cent of commercial managers do not track email marketing campaigns to gauge any return on investment.
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