Email marketing campaigns over the festive season, were automatically deleted by 60% of receivers in the US, according to a new consumer survey conducted by email intelligence body, Return Path.
The survey, of 723 US consumers between the ages of 18 and 54, gave a mixed report on the effectiveness of email marketing campaigns during the 2004 holiday season. Respondents were asked to characterise their perceptions and reactions to the use of email by retailers during the period between Halloween and Christmas.
The results found that approximately 60% of respondents simply deleted the additional email, 27% said that they un-subscribed from email lists that sent them messages too frequently and, 23% reported regular use of email programs “this is spam” button in response to the spate of holiday retailing messages.
Commenting on the findings, Stephanie Miller, vice president of strategic services at Return Path said: “The biggest warning is the number of people who just deleted email marketing messages. A lot of marketers still abide by the old approach that sending extra email provides an added benefit. In fact, it could hurt your programme.”
However, the survey also revealed that roughly 75% of respondents said that email promotions nonetheless exerted influence on their purchasing decisions, with 35% saying that email had some impact on their shopping habits. An additional 30% said that email provided useful gift ideas and 8% stated that they only shopped through emailers who emailed them.
The majority of respondents (59%) said that the most influential factor in prompting people to read and open email was knowing and trusting the company sending the message. The second leading factor was attention grabbing email subject line, selected by 41% of respondents. Almost one third said that they only opened mail from companies with which they had a prior relationship and an additional 19% said their email program’s preview window caught their attention.
Although other research has identified the penetration of email as an accepted marketing tool, a study from internet analysis company, Doubleclick, released in October 2004, showed that two thirds of emails that are received are still considered as spam (see Email Becomes More Popular As A Marketing Tool).
DoubleClick’s 2004 Consumer Email Study, also revealed that consumers are more likely to make purchases either on or off-line in response to permission-based emails received from retailers, with travel and clothing having the highest penetration rate, followed by food, couponing and home furnishings.
According to the report, 32% of consumers clicked through immediately and purchased items that were relevant, 30% clicked through to find out more information and then returned later on to purchase online, and 12% clicked to find information and then purchased off-line.
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