Majority of adults welcome marketing emails from familiar sources

The survey, commissioned by Acxiom Digital, polled 2,541 online adults over the age of 18. While 74 percent found email communications from companies they do business with as valuable, just 17 percent could say the same of emails received from businesses they did not usually purchase from.

"Savvy consumers have come to rely on e-mail marketing communications as a resource to help them get the best deals possible," said Kevin Johnson, president of Acxiom Digital, adding, “This poll demonstrates that e-mail marketing has evolved over the years to bring more value to consumers while proving to be a more effective medium for retailers than ever before."

Of the 94 percent of respondents who had received business communications via email, 60 percent cited substantial offers and discounts as motivation to respond, and 55 percent found emails personalised towards their interests and lifestyle were important to them.

Just under a quarter (23%) rated graphics and personalization as important.

Tags: email, email marketing, Harris Interactive, personalization, survey