More than nine in ten marketers aspire to improve the success rates in their email marketing campaigns, with ‘relevance’ remaining the key goal, according to new research.

The study, carried out by email marketing firm Responsys, questioned over 4,500 sales and marketing professionals in the UK.

The findings revealed that 86% of respondents intend to employ relevance-based tactics in future campaigns to improve open and read rates for email communications.

Message relevance involves mining customer habits and preferences to create individual messages, promotions and offers, which are then triggered at the correct time in a customer’s lifecycle.

Read more about Responsys' study at http://www.netimperative.com/2006/01/26/Relevance_email/view.