Companies that employ internet marketing techniques have been warned against sending email that is only about their business because it turns subscribers off and could ultimately damage their reputation, it has emerged.

Direct Marketers News has reported on various ways that businesses can maximise their e-marketing reputation in order to achieve more success.

Rick Buck, director of privacy and internet service provider (ISP) relations at intelligent email marketing company e-Dialog, has urged companies to employ a defined list hygiene programme.

He said: "This will enhance your reputation and optimise delivery by lowering the potential for complaints and bounces, and reducing the risk of mailing spam trap names."

Mr Buck added businesses that put the names of just anyone on their internet marketing mailing list could jeopardise a company's reputation.

According to George Bilbrey, president of Return Path, businesses should check their low sender score because it will indicate whether a company has a bad reputation or delivery problems.

Meanwhile, one expert has claimed that internet market is one of the best ways for businesses to perform effectively in today's competitive climate.

Internet Advertising Bureau programmes manager Jack Wallington claimed internet marketing enables companies to frequently update and adapt business campaigns, Digital Response reports.