Monday, November 23, 2009

Relevance Remains a Challenge for E-Mail Marketers

It might seem obvious that marketers must send relevant messages if they want to be noticed and appreciated by consumers. But the CMO Council and InfoPrint Solutions Company’s “Why Relevance Drives Response and Relationships” report indicates that they have a problem being faithful to audience preferences.

US Internet users deluged with mass e-mails have little time for irrelevant promotions and newsletters, and they have enough experience to know how to unsubscribe. More than nine in 10 respondents to the CMO Council survey had unsubscribed from an e-mail newsletter at some point. Relevance—or lack thereof—was the No. 1 reason.

Web users also complained of receiving too many to manage and getting tired of all the clutter. In many cases that clutter can have consequences for marketers: 22% of respondents have decided not to purchase from a company because of irrelevant promotions, either via e-mail or direct mail. A further 41% said they would consider doing the same.

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