Growing businesses should class all email marketing campaigns as a chance to boost the quality of their promotions, according to an expert.

Andrew Gordon, independent digital consultant and trainer for Econsultancy, has claimed that firms should look at ways to "tweak" their advertising on a regular basis to make it more successful.

However, writing in his organisation's blog, he explained that the best way to make such improvements is to analyse data collected from campaigns.

"Track your open rates, delivery rates, forwards, bounces and clickthroughs. Establish your benchmarks and move forward from there," he added.

"You should also establish a regular email test routine."

Mr Gordon's comments have come after research by Return Path revealed that 85 per cent of businesses do not use data they have collected from consumers to improve the quality of their email marketing.

It also revealed that 39 per cent of firms do not send welcome emails to subscribers within the first five weeks after they have signed up.

Source:http://www.businessstrata.com/Win/News-Archive/Marketing-News/?storyId=72389&title=Every+email+marketing+campaign+%27a+chance+to+improve%27