Email marketing strategies have been said to be similar to the activities of successful online daters by an industry expert.

Writing on the eConsultancy blog, Meghan Keane observed that couples service OKCupid has provided customers with advice that could be applicable to those involved in online marketing services, such as keeping messages to people short, relevant and useful.

OKCupid also emphasised that its users are not always keen to get responses from certain suitors, with only 32 per cent of first messages receiving answers – which, as Ms Keane notes, is comparable to the marketing world where signing up to an email list does not necessarily lead to an end purchase.

"The rules of online dating – and marketing – can get rather murky, but paying close attention to messaging in both helps weed out the dogs from future relationships you might want to pursue," she said.

In a recent blog post, Ms Keane remarked that the popularity of smartphones was adding to the growth of the mobile market but retailers would need to get used to promoting and selling their products in the space.

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