Consumers Don’t Hate Email
A study recently released from Merkle found that 88% of consumers felt that they were in control of their inboxes. This was an increase of 9% since the previous study four years ago.
Even more interesting was that 58% felt that email was a wonderful way for businesses to keep in touch with consumers.
This study was based on merchant / consumer emails. Based on your niche, your results could vary, but I think it behooves us to study the frequency and content of this type of advertising and test-market it against your current control.
What is especially encouraging is that about half of the survey respondents made an online purchase as a direct result of a permission-based email. This is an increase of 5% from the year before, and may indicate that consumers are getting more comfortable with making those online purchases.
Another important result for all email marketers is that 73% opted out if the email content was not relevant. 73% is a huge number! And the more nichified your web site, the more this holds true.
To me, this demonstrates the critical need to proivde content-driven, value-based information to your readers. That doesn’t mean you can’t monetize your list; after all, we’re not running charities! It DOES mean that we present that information within the context of providing value to the end user.
So, what do YOU think? Share your thoughts below!
Debbi Bressler
Email Marketing Specialist
GetResponse
