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Merkle releases 2009 “View from the Inbox” e-mail marketing trends reportMerkle, the American database marketing agency, has released its 2009 “View from the Inbox” e-mail marketing report, which is conducted in conjunction with the national survey-research firm Harris Interactive. The study sets out to measure the attitudes and behaviours regarding permission-based email among US consumers. Permission-based, or “opt-in”, e-mail marketing is a marketing approach used to reach consumers who voluntarily sign up to receive updates, offers and information from select The 2009 View from the Inbox report reveals new insights into the attitudes and opinions of the average US consumer toward permission-based e-mail. Highlights include: The email channel continues to gain in popularityFor the 2009 View from the Inbox report, Harris Interactive surveyed 2505 American. Adults, aged 18 and over, who check and/or send e-mail at least once a week. The margin of error for the study is +/- 2.0% and the confidence level used to report comparisons between sub-segments of respondents is 95%. Lori Connolly, director of research and analytics in Merkle's Interactive Solutions group, said: “Marketers in today's economy are relying heavily on the e-mail marketing channel, which continues to gain popularity due to its low cost and high measurability. As a result, inboxes are becoming more crowded with marketing messages. Our annual study shows that marketers must be careful not to overstep their boundaries and stick with relevant communications and appropriate timing or risk losing the trust that they have established with their customers. Marketers who apply the findings from this year's study to their own e-mail marketing programmes will find that they will be able to balance short-term revenue gains with long-term subscriber value.” Read the white paper here. |