Email marketing messages 'must be relevant'
Monday 30th November 2009
Businesses which send irrelevant email marketing messages to their stakeholders will quickly see them unsubscribe, new research has indicated.
A study conducted by the Chief Marketing Officer (CMO) Council and InfoPrint reveals that of the 91 per cent of consumers who opt out or unsubscribe to emails, 46 per cent do so because the messages they receive are simply not relevant.
Some 41 per cent of consumers said they would consider ending a brand relationship due to irrelevant promotions, while an additional 22 per cent say they would definitely defect to an alternative service provider.
"Irrelevant, impersonal communications, be it email or traditional mail, is a waste as it does not engage a receptive recipient," said Liz Miller, vice-president of programmes and operations at the CMO Council.
She said it was "no surprise" that consumers are opting not to receive such email marketing messages.
Ms Miller added: "What is a grave sign for marketers to heed is that customers will disconnect and stop doing business with brands who continue to send messages that demonstrate a lack of intimacy, customer insight and individual understanding."
Despite concerns over irrelevant messaging, Marketing Advisor claimed recently that the majority of consumers prefer email as their main channel for customer service and communication purposes.
Written by Mark Hainsby