January 10, 2008, 12:00 AM

Spam aside, shoppers respond to e-mail marketing and buy, study shows

Being classified as spam isn’t necessarily the end of the line for marketing e-mail. A recent study found that 50% of respondents check their junk mail daily and 16% have made a purchase from a message tagged as spam.

Paul Demery

Managing Editor, B2B E-commerce

Being classified as spam isn’t necessarily the end of the line for marketing e-mail. A study by Internet marketing company Endai Worldwide found that over the previous 12 months 50% of those surveyed have checked their junk mail on a daily basis and that 16% have made a purchase from a message tagged as spam. Overall, 50% of those surveyed made a purchase over the past year as the result of opening a marketing e-mail solicitation.

Study results indicated that e-mail marketing is most effective when the purchaser recognizes the sender’s name and the offer is appealing. Almost 60% of those who purchased cited recognition of the sender’s name as the reason they opened the e-mail. One-quarter of purchasers were most drawn to buy because of the product offering, with more than 21% of respondents saying that the e-mails they opened and purchased from were about something “they were specifically interested in.”

“It reinforces what we have believed at the gut level all along, and that is that consumers will always be motivated to buy if the offer is appealing and customer-centric,” says Michael Ferranti, CEO of Endai. The e-mailed survey, conducted just before Thanksgiving 2007, queried 7,500 consumers and received a 90% response rate. Ferranti adds the company endorses only opt-in e-mail, in which recipients agree to receive e-mail from the sender.

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