What Do Consumers Really Think Of The Email Marketing Messages They Receive?

That’s the question posed by the DMA/Fast.MAP’s latest Email Tracking Study just published.

The research invites consumers of email marketing messages to rate their approval of and interest in the messages they receive, their attitudes towards these messages and their behaviour in relation to them.

The report is an annual so provides an interesting benchmark for gauging how email marketing is performing from the consumer’s point of view.

This year’s results look pretty positive overall, with consumer approval ratings of email marketing having risen dramatically over the last 12 months.

For example, the study reports that the number of consumers surveyed who found 50% or more of the emails they received to be of interest to them rose from 9% in 2010 to 30% in 2011.

Similarly, message relevance seems to be improving, with just 24% reporting that less than a tenth of the emails they receive are relevant to them. Contrast this with 2010 dissatisfaction figure of 64%.

On perhaps an even more positive note, the survey reports that consumers are signing up to receive emails from brands they trust, in ever-greater numbers and without resistance – 50% report receiving 20 or more trusted, opted-in email campaigns each week.

Download the full and detailed report from the DMA here.

 

 

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