Email marketers should give their clients and email leads a greater level of control over the content they receive, an expert has advised.

Luke Griffiths, of e-Dialog International, pointed out that the rise of web 2.0 and user-centred social networking sites such as Facebook and Twitter has resulted in a steady power shift to consumers and marketers would do well to take this into account.

Writing on Netimperative, he stressed that industry research shows that companies risk isolating clients if they send out generic one-size-fits-all messages that are not tailored to specific individual needs.

“Giving the consumer control of e-mail frequency and content guarantees that they are receiving something they genuinely need and want,” Mr Griffiths advised.

“Customer preference can be easily collected through an online preference centre or customer outreach.”

A recent report by SocialMediaExaminer found that 91 per cent of marketers are currently using social media platforms as part of their campaign strategies.

Related Topics: Email Marketing