Research Claims Permission-Based Email Drives Sales
Research commissioned by online ad agency, DoubleClick, has claimed that permission-based email has a significant effect on both online and offline purchasing.
Results from the third annual consumer email study show that 78% of online shoppers have made a purchase after receiving a promotional email. Of those surveyed, 33% claimed to have clicked through an email and purchased immediately, while 35% said they clicked through and purchased later online. A further 9% claimed to have clicked through and purchased later offline.
Court Cunningham, senior vice president of DoubleClick, commented: “This year’s survey results contain great news for legitimate marketers. When executed effectively, and with respect for consumer preferences, email has a dramatic impact on purchasing behaviour, not only online but also in stores, catalogues and through call centres.”
However, the research claims that the increasing volume of emails consumers receive is the biggest impediment to the effectiveness of email advertising.
According to DoubleClick, the volume of email that consumers receive has grown by 60% over the past year. Unsolicited promotional email is the number one concern regarding email usage and only 5% of respondents claim to read these messages, down from 18% in 2001. Consumers were also found to be concerned by the frequency with which they receive permission-based emails.
Despite this concern, email was cited as consumer’s preferred method of communication from advertisers (75%), followed by postal mail (20%).
Earlier this month DoubleClick secured a global partnership with Carat that will see it become the preferred ad-serving provider for the group’s operations. Under the new deal Doubleclick will provide ad serving solutions to all of Carat’s Interactive businesses, including Renault and Vodafone for the next two years (see Doubleclick Lands Global Partnership With Carat).
DoubleClick: 020 7399 4400 www.doubleclick.com
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