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Improvements can be made to email marketing campaigns by analysing data showing what customers do upon receipt of a marketing email.

Businesses should follow this process in as much detail as possible – especially what a recipient does on the website after clicking through from the message.

"You can't look for ways to optimise that part of the campaign if you don't know what people are doing between the time they click out of the email and either convert or exit your website," comments Jeanne Jennings of JeanneJennings.com, writing for ClickZ.

The number of people on an email list can be increased by examining how many people sign up on the site – if visitors start signing up only to leave before they have finished, it may be that the sign-up form is too long, Ms Jennings suggests.

Additionally, calls to action should always be visible on both a site and emails so users can always take an action – otherwise, they may simple exit the site.

Recently, Margaret Farmakis of Return Path in a post for Econsultancy commented that social media can used to boost email marketing campaigns and vice versa.