Tesco has mastered the use of email to lure new customers more effectively than any other retailer, according to a new poll.

A study by the Direct Marketing Association named the UK’s largest supermarket as the brand best at email marketing, ahead of Argos and Marks & Spencer in second and third respectively.

The DMA asked more than 1,800 consumers to rate the relevance and value of the emails they received from businesses across a range of sectors.

‘Money off’ offers were found to be the most effective at generating responses from email users.

“The report shows that when email works well it’s highly effective,” said the DMA’s executive director, Chris Combemale. “However, it also highlights the fact that good targeting remains a central challenge for marketers.”

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