Epsilon Interactive recently commissioned the GfK Group to conduct a study on consumer e-mail perceptions. The results of the survey, which were published in February and reported the responses of 584 US Internet users, revealed some interesting facts about how users respond to e-mail marketing.
In a piece of good news for marketers, 58% of the respondents "agreed that e-mail they receive is usually targeted to their need and interests." This represents a 5% increase from over a year ago.
Even more encouraging is the fact that 60% of respondents to the 2006 survey said that the e-mails they receive from companies with which they do business have become more targeted and relevant, compared with 57% of respondents who said this in 2005.
Finally, marketers will not be surprised to realize that most of the respondents, 78%, said that they do not use their work e-mail addresses to receive marketing offers.
For more data and analysis on e-mail marketing, read eMarketer's report E-mail Marketing: How to Improve ROI. You will also find valuable data and advice in the new eMarketer white paper, Effective E-mail: The Seven Golden Rules You Know (But May Forget to Follow), sponsored by DoubleClick.