(Survey) Holiday email insights
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Just read through the results of Return Path's Second Annual Holiday Email Consumer Survey, which has a selection of insights for email marketers.
Some of the highlights...
The two biggest factors determining whether a consumer chooses to open a mail (according to the consumers) are 1. if they know and trust the sender and 2. their previous experience with emails from that sender.
That reinforces the idea that email is not a series of one-off missives, but needs to be thought of in terms of an ongoing, holistic set of communications in the context of a long-term relationship between sender and receiver.
44% got more email than they thought they were signing up for. Once expectations and reality take different courses, it's a fast track to losing the recipient and attracting the spam label.
Alarmingly, a big chunk of people dealt with this extra email by either unsubscribing or (worse) reporting it as spam (which in their eyes, it was).
The report has plenty of other numbers, combined with interpretation from the Return Path team.
The underlying message coming through from this survey and elsewhere is that the quality bar is rising. There's so much email arriving in inboxes, recipients are forced to be selective about what they do (and do not) read.
Marketers need to do more to stand out (and sending more frequent emails isn't the answer).
Some of the highlights...
The two biggest factors determining whether a consumer chooses to open a mail (according to the consumers) are 1. if they know and trust the sender and 2. their previous experience with emails from that sender.
That reinforces the idea that email is not a series of one-off missives, but needs to be thought of in terms of an ongoing, holistic set of communications in the context of a long-term relationship between sender and receiver.
44% got more email than they thought they were signing up for. Once expectations and reality take different courses, it's a fast track to losing the recipient and attracting the spam label.
Alarmingly, a big chunk of people dealt with this extra email by either unsubscribing or (worse) reporting it as spam (which in their eyes, it was).
The report has plenty of other numbers, combined with interpretation from the Return Path team.
The underlying message coming through from this survey and elsewhere is that the quality bar is rising. There's so much email arriving in inboxes, recipients are forced to be selective about what they do (and do not) read.
Marketers need to do more to stand out (and sending more frequent emails isn't the answer).
Permalink | January 19, 2006 |
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