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.
- Top tips to capitalize on social apps
- Mondays a favorite of fraudsters
- Reports show strong Q3, point to strong Q4
- Mobile Roundup: iOS users converting more, device adoption continues to grow
- Study: Moms looking to tech to track family health
- Study reveals global consumer attitudes to cross-border ecommerce
- Apple Pay, HCE to drive NFC-based contactless payments
- Study finds omnichannel strategy can drive more revenue
Featured White Papers
- Move Beyond Batch and Blast Emails
Like many marketers, you've included email in your marketing mix for years. But while email remains a vital channel, traditional...
- Social Media Pocket Guide
In just a few short years, the world of social media has changed immensely. We'll walk through each of the...