Acxiom Digital commissioned a poll via Harris Interactive inquiring on how adults feel about receving marketing emails from known sources.
Almost 75 percent of those asked said that they considered emails from companies they have done business with as valuble to them. On the other hand, only 17 percent responded favorably to emails from firms they hadn't done business with.
"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. "Likewise, retailers have established e-mail marketing as an efficient and productive way to build and retain a loyal customer base and increase revenue by communicating with consumers in a meaningful way. 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."
Some of the key factors of those that receive emails in responding to them? The timing of the email sent was important to 61 percent of the responders, while 60 percent said that compelling offers and discounts were equally important. Another 55 percent added that emails that were targeted to their specific interests, preferences and lifestyles was very important as well.
A solid 30 percent of those receiving the email said it resulted in them buying something from the company. That number sounds high, but when you consider the parameters of knowing who you're dealing with, it could be quite true.
Email marketing isn't dead by any stretch of the imagination, it's just not as sexy as the new things that sound more interesting to talk about. Experienced online marketers are making fortunes by continuing on in their email campaigns that some marketers have wrongly thought were long past being important or profitable.
Comment Preview