Email Marketing Campaigns In Trouble
E-mail marketing campaigns are in trouble, if recent reports are any indication. Rob McGann at Clickz points out several recent surveys of e-mail marketing campaigns. All showed downward trends.
Return Path issued a 5-page white paper that summarizes a survey of 723 consumers aged 18-54. Briefly:
98.6 % of consumers felt they received a noticeable increase in email.
60.% (3 in 5) deleted email without opening them
(Guilty as charged. I deleted 16 of 20 emails today — all unopened. I also teach my teens to do the same.)
27.1% (1 in 4) unsubscribed from emails that came too often.
23.4% (1 in 4) reported the emails to their service providers as spam.
(There’s a lawsuit waiting to happen. The new CAN-SPAM Act provides stiff penalties for spam.)
Only 18.9% (1 in 5) welcomed the additional e-mail.
Return Path’s white paper is worth the download, except you have to trade an email address to get it.
In addition to the white paper, take time to read Rob’s article and the licks to previous articles on surveys from
Osterman Research , ReleMail, and DoubleClick.
