The success of email marketing campaigns depends completely on the quality of their data lists, according to a leading online advertising provider.

Listrak has recommended that the data used by organisations in their direct marketing promotions can play a primary role in deciding whether the campaign is relevant to its audience.

Data lists can be formulate using an effective customer relationship management application, while email strategies can be made more productive with the successful completion of online address validation software.

Speaking at the launch of a series of new seminars on the subject, Ross Kramer, chief executive of Listrak, stressed the significance of good data quality.

He said: "The success of email campaigns depends on the data that email marketers are capturing and of course how they use that data in building more successful and more targeted campaigns."

Last week, Steve Adams, spokesman for the software company Protus, suggested that email marketing is more environmentally-sustainable than other forms of direct promotion.