E-mail Love Fest One-sided
In honor of Valentine’s day: e-mail marketing is part of a love triangle. Perhaps that might more accurately be described as a love-hate triangle.
Marketers remain hopelessly devoted to the medium. E-mail marketing was chosen as the #1 most important advertising media in 2007 according to an informal survey of 1500 marketing professionals conducted by Datran Media.
83.2% of the respondents selected e-mail marketing as one of the most important media for this year, followed by 61.7% for search marketing. On the low end were RSS (4.3%), mobile marketing (10.6%) and online video (14.9%).
Not only is e-mail popular, but also:
- 70.6% of those who will use e-mail in customer acquisition this year said they plan to increase their e-mail budget this year.
- 83% expect their ROI to increase this year.
- 72.3% will use e-mail more often this year than last year.
Now for the bad news (which isn’t all bad): recipients are still having a hard time trusting commercial e-mail providers, based on a JupiterResearch report. Their “E-mail Marketing Attitudes and Behavior” Report states that:
Forty-three percent of e-mail users believe signing up for permission-based e-mail from retailers and banks leads to more unsolicited e-mail, while nearly one-third believe the unsubscribe button in e-mail offers does not work. Despite such attitudes signaling an erosion of confidence, nearly one-half of online users opting in to receive e-mail marketing messages have been influenced to make purchases from them.