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Tuesday, October 28, 2003

Why Do Consumers Opt-in and Opt-out of E-mail Marketing?

A recent summary report by eMarketer shows that sweepstakes are a primary motivating factor in getting consumers to sign up for e-mail marketing campaigns. The Quris survey of 1,691 US e-mail users from a panel of 2.4 million who have agreed to respond to occasional e-mail surveys, found that too much is not good and existing customers are prime prospects.

Factors that Motivate US Consumers to Sign Up for e-mail Programs (% of respondents)

Sweepstakes or chance to win 41%

Already customer/favorably predisposed 40%

E-Mail address required to access valued content 38%

Found site randomly (search engine) 37%

Friend recommendation 24%

Source: Quris, Sept 2003

The study found that 68% of e-mail users are turned off by messages that come too frequently. More than 50% just plain lost interest, and over one-third find the messages "boring."

Factors that Drive US Consumers Away from E-Mail Programs (% of respondents)

E-Mails come too frequently 68%

Lost interest in product/service/topic 51%

E-Mails generally boring 35%

E-Mails offered no significant value 34%

Suspected company of sharing address 30%

Source: Quris, Sept 2003

The Quris study suggests personalization, relevancy and quality service as goals for e-mail marketers..

4026-F Providence Road Charlotte, NC 28211 phone: 704.891.2002

We invite and appreciate your comments and questions.

	'à la carte' PR
	Opt-in *** Tuesday, October 28, 2003 Why Do Consumers Opt-in and Opt-out of E-mail Marketing? A recent summary report by eMarketer shows that sweepstakes are a primary motivating factor in getting consumers to sign up for e-mail marketing campaigns. The Quris survey of 1,691 US e-mail users from a panel of 2.4 million who have agreed to respond to occasional e-mail surveys, found that too much is not good and existing customers are prime prospects. Factors that Motivate US Consumers to Sign Up for e-mail Programs (% of respondents) Sweepstakes or chance to win 41% Already customer/favorably predisposed 40% E-Mail address required to access valued content 38% Found site randomly (search engine) 37% Friend recommendation 24% Source: Quris, Sept 2003 The study found that 68% of e-mail users are turned off by messages that come too frequently. More than 50% just plain lost interest, and over one-third find the messages "boring." Factors that Drive US Consumers Away from E-Mail Programs (% of respondents)** E-Mails come too frequently 68% Lost interest in product/service/topic 51% E-Mails generally boring 35% E-Mails offered no significant value 34% Suspected company of sharing address 30% Source: Quris, Sept 2003 The Quris study suggests personalization, relevancy and quality service as goals for e-mail marketers.. 4026-F Providence Road Charlotte, NC 28211 phone: 704.891.2002 We invite and appreciate your comments and questions.	Welcome Menu of Services Mission Site Map Calendar