Many email marketers fail to recognise the importance of timeliness with regards to campaigns, an email marketing expert has claimed.

Writing on Media Post, Elie Ashery, president and chief executive officer of Gold Lasso, stated that while some email marketers get bogged down with the relevance of email content, more seem to forget that timeliness is a priority.

"Despite the advanced timing features ESPs offer, email is treated like other mass marketing mediums by marketing executives," he said.

A messages timing, he added, "trumps" most other best practices.

Mr Ashery explained that the calendar is the email marketer's best sales tool because it allows them to calculate timely follow-ups around specific purchasing cycles.

Date-driven campaigns are therefore a beneficial way to ensure marketers get the most out of their products, he suggested.

But most importantly, since relationships change dynamics through time on a personal basis, customer and business relations do to.

Mr Ashery explained that by tracking relationship cycles, email marketers will be able to identify the best times to target campaigns.

This comes after a recent study conducted by MarketingSherpa and ad:tech extolled the benefits of email marketing, describing it as popular and effective.