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June 17, 2009

E-mail marketing is one of the more effective and less expensive ways to retain and engage customers.

In fact, early this year comScore found that e-mail had a 4.4% sales conversion rate in the US.

In a survey by MarketingSherpa and ADTECH, 44% of marketers said that e-mails to house lists had “great ROI.”

CMOs told Epsilon researchers that e-mail was the marketing tactic that they would cut last—but that doesn’t mean subscribers don’t cut e-mail newsletters.

According to an Epsilon and ROI Research study, 55% of e-mail subscribers in the US and Canada unsubscribe from opt-in e-mails occasionally—and 14% do so frequently.

Frequency with Which Internet Users Worldwide Unsubscribe from Permission-Based E-Mails, by Region, April 2009 (% of respondents)

Only 5% said they never unsubscribe.

“North Americans are receiving a lot of content, and at the same time they're getting more and more selective about the kinds of e-mails they want to receive,” Kevin Mabley of Epsilon told AdAge. “Companies stuck in a batch-and-blast mentality see e-mail as a cost-effective medium, so they may abuse that privilege and end up turning off the consumer with too many or the wrong messages.”

Most Internet users unsubscribed due to irrelevant content.

Reasons Internet Users Worldwide Unsubscribe from Permission-Based E-Mails, by Region, April 2009 (% of respondents)

“Instead of just throwing out a bunch of stuff that customers may or may not be interested in,” said Marcia Wilson, CEO of Daffy’s, “we target and focus on their particular likes and interests.”

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