Targeting messages effectively is key to preventing a backlash from disgruntled consumers when it comes to email marketing, it has been claimed.

According to marketing expert Alexandra English, identifying who a message is being sent to allows businesses to personalise messages.

Writing for Fresh Business Thinking, English said that this has two major benefits. She claimed email marketing makes customers feel more engaged, while the practice also helps businesses avoid isolating consumers.

"By ensuring that the right message will go to the right person, at the right time, you will naturally increase the success of your campaign, and keep your online reputation in tact," she said.

"You could profile your customer base using either an online profiling tool, or an offline analytics team."

Writing for Clickz.com, marketing expert Brian Massey claimed that businesses must develop an email list if they are to ensure their marketing remains "in-box worthy".