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Bombarding clients with emails could be perceived as an invasion of privacy, the Institute of Direct Marketing has warned.

Lisa Turner, marketing director of IDM, has urged firms to ensure emails are correctly addressed and relevant to the recipient so as not to fall foul of privacy laws. She pointed to research by Habeas which found daily emails to be the most disliked online marketing technique along with pop-up advertisements.

She said regular emails should clearly state how a recipient can stop receiving the alerts or face being labelled as junk by the target audience.