August 5, 2002, 12:00 AM

Women are more receptive than men to e-mail marketing, says Forrester

Women polled were 30% more likely than men to view e-mail offers favorably – but they’re also quicker to unregister if they don’t see value in e-mails they receive.

Women react more positively than men do to e-mail marketing, according to new data from Forrester Research Inc. Women are 30% more likely than men to view e-mail as a good way to find out about products and promotions, Forrester reports. Women also are 45% more likely than men to pass along to friends e-mails on deals or products they consider worthwhile.

Even so, most of both the male and female consumers polled by Forrester, 69% of men and 70% of women, said they receive too many e-mail offers and promotions. The largest segment, 35% of men and 36% of women, said they’d prefer to receive e-mail promotions from companies for which they’d opted in to receive offers no more than once a week. Only 5% of men and 6% of women said they’d like to receive e-mail offers from a company daily, while 8% of both men and women said they’d be willing to receive e-mail offers from a company two to three times a week. A significant percentage–-10% of men and 7% of women-–said they did not wish to receive e-mail offers at all in the future.

Though women were more receptive to e-mail marketing, they are also quicker to unregister if they don’t see value in what they receive, according to Forrester . Some 70% of women say they’ve unregistered from an e-mail list to which they’d previously subscribed, versus 65% of men.

"Women are more likely to proactively pull the plug if the e-mails they receive are irrelevant," says Forrester analyst Chris Kelley.

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