Companies using email marketing as a means of self-promotion could benefit from providing several points of contact within their messages in the form of more engaging subject matter, an industry expert has said.

Speaking to Marketing Sherpa, advertiser Michael McCathren from Chick-fil-A, a US-based chicken restaurant, noted that his company saw a clickthrough rate of 15 per cent following changes to its web mail send-outs – indicating that those in internet marketing services could profit from doing the same.

New features of the communiques include links for people to forward the information to their friends, find-a-store buttons and an add-to-calendar service for any contests and events put on by the business.

Regarding the enhanced marketing method, Mr McCathren remarked: "We wanted to make an email programme that’s more of an experience," adding that his team were keen to give "subscribers something to share, explore and interact with".

His comments follow a digital advertising study by Epsilon, which revealed that millenials – people aged between 18 and 25 – are more receptive to email marketing messages.

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