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BizReport : Email Marketing : November 17, 2016

DMA: 19 million abandoned email accounts in UK

Nearly half of consumers in the UK have email accounts that are active but no longer used, according to the DMA's recently released Consumer Email Tracker research.

by Helen Leggatt

According to the DMA, there are more than 19 million 'ghost' email addresses or accounts in the UK - accounts that, while active, are not used. Nearly half of all consumers surveyed (45%) admitted to having such an account.

The DMA's survey revealed that nearly two-thirds (62%) of consumers said they have abandoned an email address or account, or would consider doing so, if they felt they were receiving too many emails. Younger consumers were more likely to have abandoned an email account, or address, than older consumers - 58% versus 27%.

Consumers also gave a big clue as to why they are abandoning email accounts. More than two-thirds stated that they receive too many emails containing irrelevant content, and 84% said less than half of the emails they receive are neither "interesting" nor "relevant".


Furthermore, according to the report, "consumers' attention spans are low. Few consumers open and read all their emails, only 6% saying they did this in 2016. Two in five (40%) said they opened and read fewer than a quarter of the emails they received, rising to more than two thirds (67%) who read fewer than half of their messages. Perhaps this is unsurprising, considering consumers' perception that the majority of the emails they receive are irrelevant".

And yet, brands that do provide consumers with relevant content and offers can expect good results. More people this year, than last, are willing to click through and buy from an email - 65% in this year's study compared to 58% last year.

"Email is not just a popular channel for marketers to build and maintain relationships with prospects and customers, it is also the channel consumers prefer to receive brand communications through," says Rachel Aldighieri, MD of the DMA. "On top of that, email addresses are the key to social media accounts, apps, web accounts and therefore the key to the 'single customer view' that marketers are so keen to develop. Our annual snapshot is just that - a glimpse at the way consumers use email today. These behaviors are evolving as email and marketing evolve but to make sure your messages reach your audience and have impact, then remember to always be interesting, offer real benefits, be mobile-ready, be multichannel and be creative."

Tags: email, marketing, research, UK

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