With new research showing that more web users are becoming increasingly nervous about online security, email marketers have been advised they need to win back their customers' confidence.

This comes after the latest study conducted by market research firm Mintel revealed that around 65 per cent of Americans have greater concerns about internet safety now than they did five years ago.

Writing on DM News, Carmen Curran explained that this is partly due to an increase in the amount of spam they receive.

Indeed, 53 per cent of those polled claimed they are less likely to open an email from a sender they do not recognise and 50 per cent rank knowing the sender's identity as a key factor.

Ms Curran therefore commented that email marketers should learn from this and start earching for ways to re-establish trust with their customers.

"Working with a partner who has a pre-established relationship with the email recipient may increase trust and open rates," she explained.

Communications agency network Draftfcb recently weighed in on the notion of regaining customer confidence too, warning email marketers that their campaigns will not be successful if they annoy their recipients.