"In order to reach consumers at the right time with the most appropriate message, it is critical that multichannel marketers understand consumer behaviour and properly adjust their message, timing, and overall strategy to ensure success," according to Andrew Frawley, president, e-mail and digital solutions at Epsilon.

"This research also clearly demonstrates that the e-mail channel does not exist in isolation from other online and offline channels. Organisations must integrate these e-mail best practices with communications in other channels to deliver the highest ROI programmes."