Many marketers are failing to use subscriber preferences when targeting their sales leads with email campaigns, a new report has found.

According to a study by StrongMail, firms are also failing to use customer behaviours to target offers in pre and post-stay emails. Less than a third (30 per cent) of email marketers were found to use customer information to improve their email campaigns.

Those who did make use of customer information found that they generated almost twice as much revenue from their lifecycle email programmes than those who sent untargeted messages.

StrongMail’s report also found that not paying enough attention to timing can also have a negative impact on email campaigns.

The study’s authors stressed that deciding what day and time a message is sent is just as important as crafting the message itself and deciding which segmented group it will be sent to.

Email messages sent on Tuesdays, Wednesdays and Thursdays have the best chance of being opened, the report concluded.

Related Topics: Email Marketing