Think about design, email marketing execs told

Marketing executives thinking of utilizing address verification tools have been advised about the importance of making their correspondence design consistent.

According to an article by Georgia Christian, editor at Mail Blaze, there are a number of obstacles that industry professionals face to email marketing success including "spam filters and apathetic recipients".

As such, Ms Christian suggested that businesses focus more attention on the deliverability and design of their messages, with a view to helping improve engagement among subscribers.

"Follow your consistency through to your templates and stick to the same (or at least a similar) design depending on if you are sending out your newsletter, promotional or transactional email," she said in an article for memeburn.com.

"This also goes a long way towards developing brand awareness and customers will soon start to recognize your emails simply from their design, which is great."

Meanwhile, the comments come after Steve McGrath, of Big Dot Media, said that personalized, targeted, relevant and triggered emails are becoming ever more important to organizations.