The use of email in online marketing campaigns is set for some radical new changes, according to one industry expert.

Writing for internet marketing news website ClickZ, Rebecca Lieb states that although more focus has recently been applied to the world of search engine optimisation and viral video this could soon change.

She suggests that the emergence of new technologies that incorporate search and email with cookies will increasingly allow online marketers to get more targeted messages to their subscribers.

Ms Lieb also states that advertisers should be doing all they can to re-evaluate their email campaigns in the wake of such innovations as, citing Greg Cangialosi of Blue Sky Factory, she claims: "There’s only a 50 percent likelihood your e-mail marketing messages are rendering correctly in the myriad [of] email clients and browsers out there."

It is also pointed out that although email programs undoubtedly require lists developments in compiling and maintaining these lists have also changed, as more companies move towards an opt-in only approach.

"Giving your e-mail address to a company says you have a strong partiality to purchasing," she concludes.

Earlier this week a study by the Internet Advertising Bureau, PricewaterhouseCoopers and the World Advertising Research Centre, found that online advertising now accounts for a 14.7 per cent share of the UK market.

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ClickThrough is a digital marketing agency, providing search engine optimisation, pay per click management, conversion optimisation, web development and content marketing services.