The newly released annual look at the digital world from online and mobile measurement firm comScore makes it quite clear that retailers better be ...
Marketers frequently ask that they be added to consumers’ e-mail address books to ensure future e-mail is delivered, and consumers increasingly are complying. 53% of e-mail users surveyed say they have added at least one company to their address book.
While many consumers are weary of receiving irrelevant e-mail, a new survey by database marketing company Merkle shows consumers value e-mail that’s of interest to them, and will take steps to make sure it arrives in their inbox.
53% of consumers who have opted in to receive commercial e-mail say they have added at least one company to their address book. And consumers in this group add to their address book 25% of the companies sending them permission-based e-mail, according to the “View from the Inbox 2009” report, the seventh annual Merkle study of consumer attitudes and e-mail usage. The average e-mail subscriber now regularly opens e-mail from 10 companies, up from nine in last year’s study.
The study also shows consumers are spending a bigger share of their e-mail time with commercial e-mails they’ve chosen to receive-26% of their e-mail time in this year’s study versus 21% last year. And only 9% of this year’s respondents say they spend no time with permission-based e-mail compared with 12% last year.
The key to getting consumers to open commercial e-mail remains sending messages they value, and not overdoing it. The main reason consumers opt out of receiving permission-based e-mail is perceived irrelevance, cited by 75% of respondents, followed by sending too frequently, cited by 73%. 44% of respondents say they receive too much promotional e-mail, and recipients say they delete 55% of such e-mail without opening it.
The proliferation of e-mail has made consumers more wary about signing up to receive it. 52% of respondents say they are less willing to opt in than they were a few years ago. “Now more than ever, marketers need to ‘sell’ the value of their e-mail program to prospects and follow through with quality, targeted content versus a barrage of promotional e-mails,” says the report, written by Lori Connolly, director of research and analytics in the Interactive Solutions Group at Merkle.
11% of consumers say they check e-mail on a mobile device, up from 10% last year. But these consumers use those mobile phones and hand-held computers to check 16% of their e-mail. “This adoption will impact how quickly marketers optimize that content for mobile devices,” the report says.
The report is based on a survey of 2,505 U.S. adults who use e-mail at least once a week. It was conducted in August and September by Harris Interactive.