News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Merkle: Consumers value relevant and timely email
Americans are willing to receive emails from more companies than ever before, according to a new study from Merkle, providing opportunities for email marketers to get their messages heard.
The average number of companies from which Americans choose to receive email has risen from 9 to 10, found Merkle. However, despite this slight rise, there are conditions. Too many emails and a lack of relevance will turn consumers off, found the study.
Merkle's 2009 email marketing study, "View from the Inbox", shows that the foremost reasons subscribers choose to opt-out of permission email continue to be lack of relevance (75%), followed by sending emails too often (73%).
The low cost and high measurability of email marketing makes it a popular choice with marketers in an economy where accountability if king. This, however, is leading to overcrowded inboxes.
To stand out in a crowded inbox and gain consumer trust, marketers need to ensure their emails are highly relevant and provide value. Merkle's study found that consumers will actively ensure they receive emails from companies they know will provide them with value and relevance. So much so that 53% of consumers who have opted-in to receive commercial email have added at least one company to their address book.
"Our annual study shows that marketers must be careful not to overstep their boundaries and stick with relevant communications and appropriate timing or risk losing the trust that they have established with their customers," said Lori Connolly, director of research and analytics in Merkle's Interactive Solutions group.
- Reports: Ad spend up on Bing, consumers still heavy on Google
- Study IDs disconnect between brands, consumers
- Consumers trust doctors and government with personal data more than they do advertisers
- Shoppers don't care for social integration of mobile apps
- 44% of Twitter's 982 million accounts never used
- Report: Travel sites missing the data mark
- Brands: How mobile wallets can improve loyalty programs
- Survey: SMB's need more tax education
Featured White Papers
- Marketing Automation Simplified : The Small Guide to Big Ideas
Marketers are increasingly enhancing their understanding of how data can fuel the delivery of meaningful interactions. This access to vast...
- Is your web site creating sales tax risk?
Answer 3 questions to learn....
- How to Properly Structure Your Social Program for Success
Most big brands structure their social program around business goals, however, sometimes there is a disconnect between the goals and...
- Email Device Report 2014: How Are Your Customers Viewing Email?
The Q4 2013 findings reveal that consumers are rapidly moving from desktops to mobile devices when it comes to opening...