You Like Us, You Really Like Us!
Our good friends at Epsilon have released a new consumer study about email that should make the hearts of all email marketing professional sing! It turns out that email marketing – the much-maligned, eternally unloved tactic – is actually quite loved by consumers.
In fact, an astonishing 57% of consumers agreed with the statement “My impression of companies from which I purchased products/services is positively improved when I receive email from them.” This is really great news and definitely shows the power this channel has to move the needle for business.
The study also has some interesting data that marketers should heed when they consider their metrics for success. Consumers don’t always click through email, but that doesn’t mean it isn’t influencing their purchased decisions, with 57% reporting that they remember emails when they go shopping online. Of course the memory of a consumer is impossible to truly discern – but the fact that they view email this way is something we need to remember when we are trying to decide if our email “worked.”
But there is also some a cautionary stat for marketers who are considering ramping up their frequency in the wake of ever more devastating economic news. Only 29% of consumers agreed with the statement “It would be okay for companies that I know and trust to send me email more frequently than they currently do.”
So the takeaway message here is simple: Consumers like us, but let’s not push our luck.
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About Anita Absey
Anita Absey, General Manager of Consumer Insight, joined Return Path in 2003 with extensive experience helping marketers create profitable and engaging email programs. Anita has held several executive positions at Return Path, leading both the Global Sales and Global Services teams during her tenure. She now leads the Consumer Insight business where she focuses on using the power of consumer preferences and buying data to help marketers and brands make informed decisions about engaging with customers. A veteran of the database and digital marketing industry and a self-proclaimed “data junkie,” she helps some of the world’s smartest marketers successfully integrate data and technology into their customer acquisition and customer relationship management programs. She is an active member of the Direct Marketing Association, having served as the Chair of the Ethics Operating Committee and as co-Chair of the Email Experience Council. Prior to Return Path Anita spent much of her career at Acxiom and Abacus Direct (acquired by Doubleclick). She holds a BA in Economics from Fordham University.