Companies looking to make the most of their email marketing campaigns need to bear in mind how important it is to have a good sender address.

This is the according to an article from ClickZ, which suggested that a recognisable, informative and trustworthy sender address is vital if a firm is to get consumers to open the emails in the first place.

The second most important factor to consider is the subject line, the website stated.

It claimed that one of the most effective tactics a company can use is to include brand names in the subject line along with promotional offers and words which evoke a sense of urgency.

BtoB Magazine’s Karen J Bannan suggested last week that business-to-business marketers should not be reluctant to employ email marketing techniques over the Christmas period, claiming it is a good time of year to update clients and thank them for their custom.