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.
- Brands: How to better use reviews for your business
- How to keep customers loyal through the holidays
- 50% of Millennials will do most of their holiday shopping on Black Friday, Cyber Monday
- Consumers expect shopping experience to be revolutionized by wearable tech
- Highest online parcel volume recorded in October 2015
- How to convince wary app users to share location data
- How to protect against fake reviews
- 3 IT trends to watch in 2016
Featured White Papers
- Statistics for Online Experiments: How to Think and Act Like a Statistician
Statistics are the underpinning of how Optimizely's customers use data to make decisions. To run great experiments, investing in an...
- Lean Content Marketing
Content is king. If you're a modern marketer, you know why--it is the fuel for your lead generation and nurturing...