Some 50 per cent of marketers use their company name in email messages, a new survey has found.

According to a study by eROI, around one in two firms uses their company’s name in emails, a fifth uses an individual’s name, while around a third said that the name they use in email messages depends on the nature of a campaign.

The study also found that 30 per cent of marketers include site navigation in their emails, with 15 per cent stating that this improved overall click-through rates.

However, just one in ten marketers said they create mobile-friendly versions of their email messages, while 55 per cent conceded that they do not know how to authenticate their campaigns.

According to recent study by JupiterResearch, just four per cent of marketers personalise their messages and of those who do, 76 per cent use five “data points” or less in the personalisation process.

Related Topics: Email Marketing