The effectiveness of email marketing campaigns can be determined by the accuracy of a firm’s data, according to a new report.

Research by E-Consultancy/Adestra found that more than two thirds of companies believe that they are not maximising the potential of email campaigns due to management issues such as limited finance and poor quality of data.

Around 43 per cent of UK online firms fail to regularly clean their databases, which can save money by ensuring only relevant data is targeted at consumers and improve the deliverability of content.

The report advocates suppressing all hard bounces and unsubscribes, using validation to ensure data is entered correctly and only using information less than three years old.

Expenditure on online advertising is expected to rise 23 per cent to over £3 billion in 2008.

A recent survey by suggests that over a third of consumers do not mind being targeted by online marketers as long as it is relevant to their needs.

Related Topics: Email Marketing