Businesses looking to target school and university students via email marketing must ensure that their campaigns are as relevant as possible, according to a new report.
Research by eROI found that less than a fifth of students read email marketing messages regularly, with two-thirds rarely or never taking action as a result of such communications.
When quizzed further, 60 per cent of the 283 students surveyed said they had taken action on an email because it concerned a product they were interested in, while 47 per cent did so because of a certain special offer.
According to eROI, this suggested that marketers are trying to promote products irrelevant to students or are not communicating adequately with this target group.
The research also indicated that integrating email marketing with other channels could be the key to reaching students.
"Creating a comprehensive marketing plan that is made up of social networking, email marketing and text messaging is going to be the most effective way to reach your audience and gain mindshare," eROI concluded in its report.
According to BIGresearch, 53.8 per cent of Americans aged between 18 and 24 who search online for product information share their findings with others.