Email Marketing According to Email Users

Email Marketing According to Email UsersWhat Email Users Say About Email Marketing: Part 1 (Attitudes to Commercial Email) | Email Institute

Here’s an excerpt from this in-depth article on how real people surveyed feel about using email in general and email marketing overall. It’s a worthwhile read, as I’m sure you’ll see:

Surveys of Internet users and their general email habits, preferences and opinions can make intriguing reading. Here are some key email marketing stats and lessons for you.

Part 1 examines how people view commercial email. Part 2 reviews perceptions of spam, the role of value, and branding implications. Part 3 explores how to manage these perceptions and deal with discontent.

First the good news…

Email is not dead, which means email marketing isn’t either

You know that and I know that. But what about the general population? After all, we’re biased. Fortunately, it seems they still use email. For example…

  • 87% of North Americans surveyed in the Epsilon Global Consumer Email Study gave email as their primary tool for online personal communication
  • Over half of respondents surveyed for Merkle’s 2009 View from the Inbox “couldn’t live without it”
  • An ExactTarget survey of UK and US consumers found 6% had decreased their email use over the last six months, while 29% had increased it (boosted by increased smartphone ownership and those who use social media heavily)
  • The 2009 ACTA survey in Germany found 75% of Internet users using email, an increase of 5% over the previous year.
  • …lots more stats like this can be found and in Morgan Stewart’s round up post

Our addiction to email continues unabated, but that says little about attitudes to marketing email…

People like commercial email, but email marketing…?

In a MAAWG consumer survey, marketing emails and newsletters were the two lowest-ranked kinds of email communication.

Which means it’s critical to remember the email doesn’t equal email marketing. No one’s waiting on pins and needles for your next email marketing program to launch.

So it’s critical not to make the mistake that your marketing email is all about wheedling a response out of unwilling readers. That attitude can make you resort to increasingly desperate calls to action that make your readers tune out and opt out.

So although marketing emails rank below personal emails according to their importance, that doesn’t mean that they’re  unimportant.

If you’re using the best practices of permission marketing and delivering value, then you and the subscriber are on the same side.

Read the rest of the article here.