ClickZ – Consumer Email Behavior: The Impact of Relevance and Frequency
This is the second column in a series that features insights from a consumer survey conducted by my firm. Like the last column, here too I specifically will share the email behaviors of consumers. This survey was completed in May 2012 and features results from nearly 400 respondents.
Consumers continue to have a great appetite for email, as 97 percent check their personal email account every day. In fact, two-thirds of consumers tell us that they check their personal email account multiple times a day. Given the hurried pace of our lives and the plethora of distractions that compete for our attention, it shouldn’t be surprising that consumers are increasingly sensitive to email messages that waste their time.
When we ask consumers about their email behaviors, the items that rise to the top of the list deal with relevance and frequency. Our survey reveals the following:
- 72 percent of consumers state that they have “deleted email from a marketer that wasn’t relevant to me”
- 69 percent of consumers state that they have “deleted email from a marketer because I get too much email from them”
- 66 percent of consumers state that they have “unsubscribed from email that I had opted into because it wasn’t relevant”
- 34 percent of consumers state that they have “marked a message that I opted into as Spam.”
Clearly consumers are highly sensitive to irrelevant messages and those senders that overwhelm their inbox with a flood of messages. You’ll also notice that most consumers have such disregard for marketers who meet this profile that most will simply delete the message, or worse, mark it as spam rather than going through an opt-out process.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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