In a blow for email marketing, there is new evidence to suggest that many businesses are poorly organised when it comes to their mail.
A survey conducted by AMRA International has found that 72 per cent of records management professionals feel unprepared in their email management.
Furthermore, 75 percent of those who took part in the study admitted that they do not have a system that manages their content, with consequences for email marketers targeting business lists.
One expert, senior vice president and general manager of Information Governance Galina Datskovsky, said: “Companies are realising that greater visibility into their information has become a business imperative, which is best supported by retention management best practices that span the entire enterprise.”
Over half (66 percent) of companies use the same retention policy for both physical and electronic documents, meaning correspondence sent via email may be treated in the same way as direct mail.