Businesses must ensure they organise high quality email marketing campaigns if they wish to make an impact on the end user, it has been suggested.

The European Network and Information Security Agency has reported that just five per cent of all emails sent each day are actually well-meaning, targeted messages, with spam mail accounting for the remainder.

Much of this bulk mail is likely to be cut out at source by internet service providers, meaning firms must take steps to ensure their messaging techniques do not fall foul of the moderators.

Dr Udo Helmbrecht, executive director at Enisa, claimed that junk mail remains "an unnecessary, time consuming and costly burden for Europe".

"Given the number of spam messages observed, I can only conclude more dedicated efforts must be undertaken," he stated.

"Policy-makers and regulatory authorities should clarify the conflicts between spam-filtering, privacy, and obligation to deliver."

Alexandra English recently told Fresh Business Thinking that sending targeted, relevant emails is crucial for firms seeking a return on investment from their online marketing campaigns.