As Spam Grows, So Do E-Mail Marketing Opportunities

  |  October 20, 2004   |  Comments

Despite increasing spam volume, e-mail use continues to grow -- with positive benefits for marketers.

According to DoubleClick's 2004 Consumer email study, 81 percent of consumers send and receive email multiple times daily. The number of what the study terms "constant emailers" jumped from 20 percent in 2003 to 33 percent this year. All that activity translates into a 16 percent increase over last year in the number of emails the average consumer receives; 308 e-messages per week.

Increased activity also means more spam for users to contend with. Spam makes up the majority of email volume (62 percent), up 6 percentage points from last year.

The line between a consumer considering a message to be spam and something more legitimate extends across a range of situations. E-mail was considered spam when it came from an unknown sender (93 percent), but also from known companies where permission was given, but email comes too frequently (58 percent). Brand value is also a factor. The survey notes the 'from' line is again the leading reason (64 percent in 2004, 63 percent in 2003) why a consumer may or may not open a permission based email (PBE). Real PBE only represents 8 percent of email, and 67 percent of consumers indicate they open at least 60 percent of such messages.

What most compels you to open
a permission-based email?
Year From Line Subject Line
2002 60% 35%
2003 63% 32%
2004 64% 33%
Source: DoubleClick 2004 Consumer Email Study

PBEs can and do work to help companies make sales. A third (32 percent)of respondents indicate they have made an immediate online purchase as the result of receiving an email. Consumers who said they have clicked on messages for information and later made an online purchase as a result tallied at 30 percent. E-mail also helps drive offline sales; 12 percent indicate they clicked on a message for information, then made the purchase offline. Delivering coupons via email also helps drive consumers to purchase offline (59 percent), while 73 percent redeemed online coupons for online purchases.

Which of the following would you find usefull
if included in the communications you received?
Special offers for related products from the same vendor 25%
Information about membership rewards programs 47%
Sweepstakes or drawing entries 41%
Special offers for the same product you purchased 41%
Special offers for related products from partners companies 26%
None of the above 20%
Source: DoubleClick 2004 Consumer Email Study

Consumers expect email to confirm transactions (95 percent) and shipping (90 percent). Promoting ancillary offers via email is a reasonable proposition. Fifty-two percent note they'd be interested in offers for related products, and 47 percent express interest in receiving information about membership reward programs.

"For marketers, what I think is most significant, is consumer's embrace of email as a service and support vehicle, and their openness to marketing messages within these service, support and transactional emails" said Eric Kirby, VP and General Manager of DoubleClick's Strategic Consulting Services in a statement.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Resources

Jobs

    • Copywriting & SEO Specialist
      Copywriting & SEO Specialist (HeBS Digital) - NEW YORKJOB DESCRIPTION     JOB TITLE:         ...
    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...