Email marketers can make a number of small improvements to their campaigns as they move into the new year, according to a blogger.

Stephanie Miller of Return Path suggested that sending messages to consumers that feel customized – even if they are targeted at a large number of recipients – could help improve the relevancy of promotional emails.

Writing for the Email Experience Council, Ms Miller added that such messages could include thanking those who made a specific purchase or hosting a poll to encourage participation.

She added that further measures to increase email relevancy include suggesting related products for consumers to buy based on their previous purchases and helping subscribers network with one another.

Ms Miller also suggested that using the expertise of an IT team or a delivery expert could improve the frequency at which emails reach the inboxes of their intended recipients.

The Retail Email Index, compiled by the Retail Email Blog, reported this weekend that the top 100 US retailers sent an average of 2.5 promotional emails during the week ending November 14th.