Tesco and Marks & Spencer have harnessed the power of email marketing more effectively than any other UK retailer, new research has claimed.

The due were named alongside online giant Amazon as the companies most likely to generate sales with promotions via email in a poll by the Internet Advertising Bureau.

Easy navigation and simplicity of use were cited as the most important factors by the 1,000 consumers polled, according to New Media Age.

Earlier this year Tesco was by the Direct Marketing Association hailed as the retailer that had most successfully tapped email to win new business, ahead of Argos and M&S.

“Email is a key element in the marketer’s armoury, yet it remains essential that brands remember what resonates most with consumers when planning email campaigns,” said Guy Phillipson of the IAB.

“We know email is still an important part of people’s daily lives, but this research shows that as online evolves into a more multi-tasking experience, a simple, strong promotion offering something of real value is what gets the best response.”

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