Businesses who are considering targeting their messages through email marketing should take heed of the results of recently-conducted research.

GI Insight has produced data which shows that over 74.4 per cent of UK adults have allowed firms that they have bought goods from to contact them via email.

According to the company’s managing director, Andy Wood, despite the statistic email marketers do still have a number of obstacles to overcome.

He said that the amount of spam filling up inboxes in the 21st century means that it is hard to make email marketing messages get noticed.

“Spam can affect people’s confidence in email and one of the greatest challenges for legitimate email marketers is to stand out in inboxes,” Mr Jefferies told

Phil Muncaster of ZDNet recently predicted that spam will surpass its current levels in 2009, with sophisticated malware being sent to recipients.

Related Topics: Email Marketing