Email marketers who send irrelevant content and random mass mailings run the risk of losing subscribers, according to a survey from the Chief Marketing Officer (CMO) Council and InfoPrint Solutions Company.
Nine out of ten of consumers (91%) say they have unsubscribed from an email newsletter, and among those 46% cite the irrelevance of content as the reason for unsubscribing.
Threat of Customer Defection
Due to high levels of impersonal communications, 41% of consumers say they would consider ending a brand relationship entirely as a result of irrelevant email or direct mail communications, while 22% say they would definitely defect from a brand.
Yet, despite such consumer intolerance, some companies continue to send irrelevant communication; for example, 73% of consumers say they have received a promotional offer on a product they have already purchased from a company.
Consumers' Must-Read Electronic Communications
Opt-in and personally relevant e-communications are valued most by consumers:
- 72% say they always open monthly bills.
- 60% say they always open bank statements.
- 41% say they always open promotional offers.
Consumers still rely on a mix of print and email communications when receiving information about product or service promotions:
- 51% say they prefer to receive traditional mail.
- 43% say they prefer email contact.
- 5% say they prefer online banner ads.
- 1% say they prefer telephone solicitation.
Customer Loyalty Communications
Among members of loyalty programs, 75% say the program-related promotions they receive––based on preferences or past purchases––are relevant most of the time; and 6% say the promotions they receive are relevant all the time.
Moreover, when loyalty-program consumers receive personalized loyalty club offers, 30% say they are inspired to use the offer or visit that retailer over their competition.
Use of Social Media
Well over half of consumers (57%) say they use some type of social media. Among those:
- 54% use Facebook or MySpace.
- 9% use Twitter.
- 9% use LinkedIn.
- 5% receive RSS Feeds.
- 46% use other social media.
Other Survey Findings
- 68% of consumers cite junk mail as the leading email they receive.
- 73% of consumers would be open to receiving printed statements if the mailed materials were certified to have less of an environmental impact than electronic delivery.
- Nine out of ten consumers open monthly bills delivered via traditional mail, compared with 72% who open bills via email.
About the findings: The survey of nearly 1,000 consumers was conducted by InfoPrint Solutions Company in collaboration with the CMO Council.
