Tuesday, December 27, 2005
Study Shows Email Continues As Strong Marketing Tool
bySome marketing pundits have predicted decreased effectiveness for email and email marketing. Not so, according to DoubleClick’s Sixth Annual Consumer Email Study.
The study reveals that 78 percent of consumers have made a purchase as the result of an email message and 59 percent have redeemed an email coupon in a store. A strong brand is obviously important with 74 percent of consumers saying “a brand I know and trust” was a key consideration when responding to email marketing.
The study also revealed that almost 50 percent of consumer have 3 or more email addresses and that they often review these email accounts daily (and sometimes hourly).
Spam is decreasing as a concern with email users, but there is still some worry about viruses, spyware and identity theft.
The survey was conducted by DoubleClick with assistance from ROI Research and Greenfield’s online panel of 900,000 U.S. households. A total of 1000 email users were polled. An executive summary of the study can be found on the DoubleClick site here.
