U.S. consumers want marketing e-mails that render well on mobile devices, offer discounts, finds study; 95% of respondents subscribe to marketing emails to receive discount offers, but 76% opposed unsolicited emails
April 5, 2012
– According to a study conducted by e-mail services provider BlueHornet Networks Inc., consumers want marketing emails that render well on mobile devices and offer discounts, Internet Retailer reported April 4.
For the study, BlueHornet surveyed 1,033 consumers between 18-40 years of age. The survey was conducted from Feb. 2-7.
The study found that:
• 95% of respondents subscribed to marketing e-mails in a bid to receive discounts
• 76% did not want to received unsolicited marketing e-mails
• 75% report that poorly designed emails leave them with a negative impression of the overall brand
• 70% will delete emails that render poorly on mobile devices
• 69% have sorted e-mails on a mobile device before them reading them via a desktop computer at least once
• Two-thirds of respondents expect to receive a welcome e-mail after having subscribed to an email marketing service
• 62% have unsubscribed from marketing e-mails after receiving irrelevant or too frequent messages
• 41% said that they would consider the possibility of reducing the frequency of marketing emails rather than unsubscribe from service if such as option was available
• 30% of consumers will add retailers their email address
• 37% will share marketing e-mails via Facebook and/or Twitter
BlueHornet’s report advises that marketers should attempt to gain access to a consumers’ primary inbox, as most consumers have a minimum of two e-mail addresses, by monitoring e-mail response rates. Retailers should focus on consumers who have high response rates, and unsubscribe those consumers who never open marketing email messages.
Retailers should also provide special treatment for consumers who add retailers to their online address books, as these tend to be people who like the brand the most, the report suggested.
The primary source of this article is Internet Retailer, Chicago, Illinois, on April 4, 2012.