Excerpt from: The INSIGHT Blog
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| April 21, 2008 | | Recent surveys show that e-mail marketing is still an effective way to reach consumers, however marketer’s campaigns and messages need to be more highly targeted | Ryan Moss
Research Analyst
E-mail marketing is a powerful tool when used properly and has proven to be a great way to attract customers and influence purchases. In fact, e-mail marketing was the second most useful way to influence online purchases during 2007, with the first being online customer reviews, according to DoubleClick Performics "Green Marketing Sutdy". Over half the adults in the United States surveyed in Merkle's "View From The Inbox" reported that they had made a least one purchase as a result of e-mail permission based marketing within the past year.
Unfortunately it's not all good news for e-mail marketers, as the same Merkle study showed that consumers are more willing to revoke email permission that they had once granted. Consumers rate relevance as the most important e-mail aspect so a growing number of unsubscribes can be attributed to poorly designed e-mail marketing campaigns. Nearly one-third of the Merkle survey respondents admitted to severing business ties with at least one company due to bad e-mail marketing practices.
E-mail marketing is still a great tool if used correctly, however marketer's campaigns and messages need to be more highly targeted to keep the recipient retention rates high.
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