Email users want your reassurance

Surveys of consumer email habits and preferences leave much food for thought for the enlightened email marketer.

Consider the annual Habeas survey of "consumer attitudes towards email and online interaction with businesses."

I'll let you browse the numbers, but here's the standout message...

There is an astonishing level of distrust and uncertainty around. And a clear desire for email relationships with companies that respect the privacy of the inbox. For example...

• 69% of respondents "expressed concern about being victimized by email fraud scams"
• Around 75% "prefer engaging with organizations that exhibit strong privacy practices"
• 80% "are not comfortable with businesses sharing their email address"...but Internet users believe that the majority of companies are likely to do exactly that.

Good email marketers are, of course, doing none of the things that might worry the typical consumer. But are you communicating that effectively?

A consumer-friendly privacy policy and strict permission practices have more value if you tell people about them. Consumers want to be reassured. They want to know you won't abuse their email address. They want to know what to expect from you.

Tell them on your sign-up forms and subscription pages, and give them another reason to loan you their email address for marketing purposes.

Tags: email marketing, consumer email, email privacy, permission email

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