E-mail targeting: It works!
March 20, 2006 |
A new report confirms that accurate targeting of e-mail marketing messages makes a significant difference. E-mails based on consumers' expressed preferences are, by definition, more relevant and therefore more likely to be read and responded to.
Epsilon Interactive recently commissioned the GfK Group to conduct a study on consumer e-mail perceptions. The results of the survey, which were published in February and reported the responses of 584 US Internet users, revealed some interesting facts about how users respond to e-mail marketing.
In a piece of good news for marketers, 58% of the respondents “agreed that e-mail they receive is usually targeted to their need and interests.” This represents a 5% increase from over a year ago.
Even more encouraging is the fact that 60% of respondents to the 2006 survey said that the e-mails they receive from companies with which they do business have become more targeted and relevant, compared with 57% of respondents who said this in 2005.
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