June 17, 2010, 3:52 PM

Too-frequent e-mail alienates mobile users, study says

45% of mobile users says marketers should rarely send e-mail.

While many consumers are alienated when retailers send out too many e-mails, mobile e-mail users are even more sensitive to e-mail frequency, according to a new report from e-mail services provider e-Dialog Inc.

Of 2,038 adults surveyed in the United States and the United Kingdom, 59% said they don’t regularly open and read e-mail messages that come too frequently. But 45% of mobile users said the best time for companies to send e-mail is only when it is necessary, compared with 39% of their non-mobile peers. Even with transactional messages, mobile users are slightly less likely to open them (67%) than non-mobile consumers (73%), the study found.

Consumers also are less likely to open and read e-mails with messages that aren’t relevant. 55% of consumers said they don’t open and read messages regularly because they don’t match their areas of interest, according to the report. The vast majority of consumers said they want marketers to demonstrate they know the types and products or services they like (64%), the types of offers they like (61%), whether they are a new or returning customer (54%), their communications preferences (47%) and their shopping habits (36%).

68% of consumers found discounts most relevant while 58% said advance notice of sales topped their relevance wish list.

“Our research clearly shows that most consumers will open and read messages that are personalized to them based on preference data,” says Simone Barrett, managing director, e-Dialog International.

The study also found that 86% of surveyed consumers wanted companies to ask about their e-mail preferences at registration.

The report, “Manifesto for E-mail Marketers: Consumers Demand Relevance,” was based on an online survey conducted by Forrester Consulting on behalf of e-Dialog. E-Dialog is a unit of GSI Commerce Inc.

 

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