Do consumers trust your emails?
Latest posts | Feed | By Mark Brownlow on March 28, 2007
Intriguing little market research study from the Email Sender and Provider Coalition. Catch the press release and executive summary at the ESPC site.
They surveyed just over 2,250 consumers about their email use, specifically about habits, awareness and attitudes regarding "report spam" and "unsubscribe" buttons and links, certified email and false positives (requested email ending up in junk folders.)
Various points are raised in the survey analysis, but the key ones are:
1. More evidence that the from and subject line are absolutely critical in determining whether someone opens the email or dumps it as spam. Recognition is everything.
2. Respondents suggest they'd look favorably on emails bearing some kind of third-party certification. So might be worth considering that route if you haven't already.
3. There's a glass full / glass empty issue with regard to false positives and other issues.
The summary states "64 percent of panelists report that they rarely or never see messages that they've requested in their bulk boxes" which means over a third still do. So no resting on laurels there.
Equally "Just 20 percent admit to using the 'Report Spam' button as a quick way to unsubscribe." Hmmm...so how many do it, but won't admit it? And how many do it because they think the email is spam, but it isn't?
Lots of stuff to ponder in there, and the study is a useful contribution to an understanding of how ISPs and senders might work together to give consumers the right tools to properly manage their email.
Tags: email marketing, consumer use of email, espc, Email Sender and Provider Coalition
They surveyed just over 2,250 consumers about their email use, specifically about habits, awareness and attitudes regarding "report spam" and "unsubscribe" buttons and links, certified email and false positives (requested email ending up in junk folders.)
Various points are raised in the survey analysis, but the key ones are:
1. More evidence that the from and subject line are absolutely critical in determining whether someone opens the email or dumps it as spam. Recognition is everything.
2. Respondents suggest they'd look favorably on emails bearing some kind of third-party certification. So might be worth considering that route if you haven't already.
3. There's a glass full / glass empty issue with regard to false positives and other issues.
The summary states "64 percent of panelists report that they rarely or never see messages that they've requested in their bulk boxes" which means over a third still do. So no resting on laurels there.
Equally "Just 20 percent admit to using the 'Report Spam' button as a quick way to unsubscribe." Hmmm...so how many do it, but won't admit it? And how many do it because they think the email is spam, but it isn't?
Lots of stuff to ponder in there, and the study is a useful contribution to an understanding of how ISPs and senders might work together to give consumers the right tools to properly manage their email.
Tags: email marketing, consumer use of email, espc, Email Sender and Provider Coalition
[This post brought to you by Campaigner Email Marketing]
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