Consumers respond well to permission-based e-mails, but companies sending them face serious challenges, according to a new survey from Quris.
For one thing, 70% of all respondents said they have received more e-mail this year than in 2001. Of those, 74% blamed the increase on spam. And two-thirds of all the survey participants said they receive too much e-mail.
On the positive side, consumers seem to value permission-based e-mail. Fifty-six percent say they feel the quality of permission-based relationships affected their impressions about companies and their products.
And the 30% of respondents who demand the highest level of privacy protection are more inclined to open permission-based e-mail. Also, they are more likely to say that these e-mails affect their purchasing decisions.
The survey also found that consumers value predictability in messaging. The most popular permission e-mails are “programmatic” in nature
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