Brands that don't want their email marketing to be perceived as spam need to carefully craft their campaigns with engaging content.

Email marketing is a good way to get the word out about products, services, promotions and seasonal deals, but marketers beware, as a recent study reveals that 70 percent of all spam complaints are connected to email marketing. Return Path announced the findings of its Email Intelligence Report, which revealed that consumers believe they are getting “spammed” by U.S. marketers – even when they initially opted to receive newsletters.

This doesn’t mean that content marketers should neglect and drop email marketing campaigns, which garner high rates of success with careful content creation. Instead, writers, designers, marketers and others should focus on generating custom content that is inspiring, readable and click-worthy.

“The high rate of marketers sending messages to spam traps underscores just how important it is for companies to keep target lists updated and put email marketing best practices into place,” said George Bilbrey, co-founder and president of Return Path.

Brafton recently reported that a large number of content marketers are invested in email marketing because the channel is cost effective and direct. For newsletters and messages to be useful and engaging to subscribers, content needs to be dynamic, inspiring and fresh.

Emma Siemasko is a former member of Brafton's editorial team. Emma has experience with blogging, travel writing, industry news, SEO and content marketing. She used to live in South Korea, where she mastered the art of using metal chopsticks.