Research suggest, the number of business emails sent each day is staggering, over 200 billion and it is only due to continue rising. However, how many business emails sent each day are actually generating a response? Getting your email past spam filters has been and is still a key concern, for email marketing campaigns. On average, over 30 per cent of business emails are blocked or filtered, classified as spam by Internet Service Providers. If an email is classified as spam, the response rate potential diminishes. You have to ensure that your emails avoid the junk mail filters. There is a deference however, between sending email to consumers compared to businesses.

You can adopt email marketing into your advertising plan to tap into the opportunities provided by the digital medium to connect and interact with your consumers cost-effectively. However, due to stiff competition for consumer attention, you must strive hard to make your digital content relevant and interesting to draw optimal consumer attention in competitive online marketing environment today. Email characteristics have significant influence on consumers’ responses towards email newsletters, the design of the content including layout, could substantially increase the click-through rate. Click-through rate of an email newsletter is the ratio of total number of clicks to the total number of recipients who received it successfully expressed as a percentage.