Universe of constant e-mail users jumps 20%, DoubleClick says
Although spam accounts for a rising share of e-mail, the number of consumers who say they constantly use e-mail rose by a fifth over the past year, to 33%, DoubleClick reported today. 67% of consumers say they open 60% of permission-based e-mail, it says.
32% of consumers report having made an immediate purchase online as a result of an e-mail message, up from 28% last year. 30% said they clicked on a retaileršs e-mail for more product information, then returned later to make an online purchase. An additional 12% said they came back to make an offline purchase after clicking on e-mail for information.
73% said they have redeemed an online coupon during an online purchase; 59% said they have redeemed an online coupon in an offline purchase.
The study found little difference in the impact of e-mail on sales across different product categories. Between 71% and 80% of consumers reported having made a purchase as a result of an e-mail message related to the categories of computer hardware/software, electronics, apparel, food, home furnishings, gifts/flowers and sporting goods.
81% of consumers identify themselves as being online multiple times a day to send and receive e-mail, and the average consumer receives 308 e-mails per week, a 16% rise from last year, DoubleClick says. Its current report is based on a poll of 900,000 U.S. consumers during July and August of this year.
57% of consumers reported that they receive permission-based e-mail from online merchants, and 55% said they receive opt-in e-mail from brick-and-mortar merchants.
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