Businesses have been extremely positive about email marketing "with good reason" as it is a strong platform which generates good returns, a company has claimed.

Education resource Marketing Profs said that over the last year, marketers have recognised the strength of the channel.

It highlighted figures released by the Direct Marketing Association (DMA) which revealed an average return on investment of over $48 for each dollar spend on marketing through email.

However, the firm urged businesses not to alienate their customers with the information they send.

"Blasting emails and pushing irrelevant content is no longer acceptable and in fact it will damage your reputation and often result in deliverability problems," Marketing Profs explained.

The key to profitability is to build a relationship with clients and target consumers, it concluded.

Recently, the chair of the DMA Email Marketing Council’s Benchmarking Hub Richard Gibson urged marketers to remember that relevance and timing is vital to the success of an email marketing campaign.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.