E-mail Survey Shows Responsiveness to Messages

Eighty-four percent of consumers surveyed by marketing firm Epsilon reported clicking through relevant e-mail offers, and 73% said they’d made an online purchase as a result of receiving an e-mail offer, according to a new survey.

Another 86% made an in-store purchase as a result of receiving an e-mail.

The survey’s other findings include:

53% say they received less spam than they did last year — the third consecutive year in which most respondents reported a reduction;

30% say they use spam complaint mechanisms, while two-thirds of them equate reporting spam with unsubscribing from marketers’ email programs

51% of respondents report having clicked “forward to a friend” links in marketing email, but 38% have never seen these links; and

78% of respondents report having added trusted email marketers to their address books, even as 57% report that marketers don’t ask to be added

“These data reveal an immense opportunity for marketers to build and deepen customer relationships and grow sales, but they also suggest that too many marketers are failing to take full advantage of this opportunity,” said Ragy Thomas, president of Epsilon’s Interactive Services group, in a statement.

Thomas continued, “Email marketers must continue to strive for relevance and take the initiative to ensure that their messages reach their customers, and are welcomed by their customers, and inspire their customers to become brand advocates.”

The survey was conducted among 400 e-mail users who access their accounts from their home.