Email ad effectiveness still questionable
The study comes from Forrester Research, as distributed by the Center for Media Research.
In 2012, email ads were deleted on sight, without a word being read, by 44% of respondents to a survey about email ad attitudes. That action is now policy for only 42%, a marginal improvement.
It is a good bit better, however, than the 59% who said the same in 2010.
Forrester notes that despite the improvement, it is clear that email marketing is still a challenging proposition.
The bottom line is clear – that’s where the chart lists the percentage of people who have actually made a purchase based on an email pitch: 7%.
Here are the percentage of respondents to a list of consumer positions:
42%: Delete most email advertising without reading
39%: Receive too many email offers and promotions
38%: Nothing of interest
37%: Unsubscribed from unsolicited lists
29%: Wonder how companies got address
24%: Difficult to unsubscribe
24%: Great way to discover new products and promotions
19%: Read email “… just in case”
12%: Forward to friends sometimes
7%: Buy things advertised through email
Source: Forrester Research