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E-mail marketing still works

April 21, 2008 | Internet Marketing

First, the good news: permission-based e-mail is great at getting consumers to buy. Bad news for e-mail marketers included the fact that consumers are increasingly willing to revoke permission that they have previously granted and that the bar for relevance remains high.

Half of US adult e-mail users surveyed in April 2008 for Merkle’s “View from the Inbox” study, conducted with Harris Interactive, said they had made an online purchase in the previous year as a result of permission-based marketing.

In addition, e-mail was second only to customer reviews on Web sites for influencing online purchases, according to DoubleClick Performics’ “Green Marketing Study,” conducted by Opinion Research Corporation in February 2008. E-mail was roughly equal to search results in terms of influencing online purchases.

About one-third of respondents in the Merkle study also said they had stopped doing business with at least one company as a result of poor e-mail marketing practices.

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