Internet marketing isn't just a case of taking what's worked before and mixing in the latest new technology - it's a far more subtle process.

A new study by e-dialog has found that email marketing can actually be hindered by including lots of brash and bold content like video and social media.

Indeed, nearly a quarter (22 per cent) of UK adults said too much Facebook and YouTube-type content would put them off responding to the message - with just 12 per cent saying they would be more likely to reply.

However, the figures varied depending on the age group - nearly a fifth (19 per cent) of 18 to 24-year-olds like to see new technology in their emails, versus just nine per cent of 45 to 54-year-olds.

Simone Barratt, UK managing director at e-Dialog, said that the results showed "you cannot take a blanket approach to the integration of traditional and emerging media.

"The old principles of targeting and personalisation still hold true and, despite the industry hype, at the end of 2008 this type of content is simply not appropriate for everyone."

But will this situation change as people across the age spectrum become used to social media, or will there always be a significant number who prefer the traditional approach?

Online Marketing specialists Business Feet help create value from business websites