London, 2nd March, 2009

Research conducted by UK based email service provider, Emailcenter, has found that 7 out of 10 consumers wish to stop receiving emails from a company because the messages contain no relevant content.

Relevant offers and promotions were identified as the key factors in encouraging consumers to engage with an email message. It appears however that a lot of marketers have failed to realise this, as a massive 65% of consumers feel that 3 out of every 4 emails in their inbox are not of interest to them.

“Marketers are sending the same generic offers to all customers, instead of tailoring content to the individual. Relevant and tailored content is a key factor in why consumers respond to email campaigns,” states report author Sean Duffy, Principal Email Marketing Consultant at Emailcenter.

“Another key finding from the research shows that most consumers receive several marketing emails a day, meaning Marketers have to work harder to stand out from the crowd,” adds Duffy.

There is also evidence that marketers are abusing the trust of their customers, as consumers feel that they did not subscribe to 1 in 3 of the marketing emails they receive. The number of emails consumers receive is also higher than expected.

Duffy concludes: “As email is a relatively inexpensive tool, marketers are able to use sloppy practices and still achieve a high ROI. Marketers are employing the dangerous strategy of only seeing the short term uplift in sales from sending emails in this way and are ignoring the long term damage it does to the customer database.”

The full findings – “Consumer Views on Email Marketing: Relevance is the key” can be downloaded from the Emailcenter website at http://www.emailcenteruk.com/consumerfindings

About Emailcenter
Emailcenter is the service provider of choice for the advanced email marketer. Maxemail, Emailcenter’s technology platform, is used by clients that demand consistently high results from their email marketing. Maxemail’s advanced creation, delivery and reporting functionality allows users the control they need to deliver best in class email campaigns.

Emailcenter currently work with over 400 UK organisations including Saga, toptable.com, James Villa Holidays, talkSPORT, Liz Earle Cosmetics and Hoseasons. A selection of case studies can be viewed at www.emailcenteruk.com

Craig Loynes
Marketing Manager
Emailcenter
+44 (0) 1327 355873
craig.loynes@emailcenteruk.com

Published on: 2:30AM on 2nd March 2009