A new report confirms that accurate targeting of e-mail marketing messages makes a significant difference. E-mails based on consumers’ expressed preferences are, by definition, more relevant and therefore more likely to be read and responded to. Great stats.
Epsilon Interactive recently commissioned the GfK Group to conduct a study on consumer e-mail perceptions. The results of the survey, which were published in February and reported the responses of 584 US Internet users, revealed some interesting facts about how users respond to e-mail marketing.
In a piece of good news for marketers, 58% of the respondents "agreed that e-mail they receive is usually targeted to their need and interests." This represents a 5% increase from over a year ago.
Even more encouraging is the fact that 60% of respondents to the 2006 survey said that the e-mails they receive from companies with which they do business have become more targeted and relevant, compared with 57% of respondents who said this in 2005.
Finally, marketers will not be surprised to realize that most of the respondents, 78%, said that they do not use their work e-mail addresses to receive marketing offers.
For more data and analysis on e-mail marketing click here.
