A report from AYTM Market Research found that consumers and B2B buyers like email marketing campaigns, but they have grown tired of unsolicited messages.

Email marketing campaigns that are either unsolicited or contain generalized content are unlikely to garner clickthroughs and potential conversions, according to a survey conducted by AYTM Market Research.

More than 90 percent of consumers said they receive email messages that are not at all relevant to them. Just 6.3 percent of respondents said they have never received a message they did not sign up for.

While some of these respondents said they enjoy the occasional unsolicited messages, 69.9 percent never open or act upon any of the information in the message.

That said, email marketing campaigns are effective at appealing to users when they feel they have control over receiving them. More than 44 percent said they enroll in email campaigns for “a few” companies, 26.5 percent said they do for “some” companies and 9.8 percent do so for several organizations.

More than anything, this speaks to the need to ensure email campaigns leverage a business’ content marketing strategy to deliver targeted, relevant information.

Brafton recently reported that businesses using email to target their prospects see strong responses when they feature new information and product details. While discounts and coupons garner the most conversion, providing strong content can help companies generate leads quit well.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.