Consumers are increasingly subscribing to email marketing campaigns, according to new research conducted by the Direct Marketing Association (DMA).
The Email Tracking Study, an annual survey into how interesting and relevant recipients find the content, suggests the rise has been largely driven as a result of improvements in segmentation and better targeting.
The same study last year, (2010), revealed that only nine percent of respondents found emails interesting. In 2011, this had risen to 30%.
However, the study also found that nearly a quarter of all respondents, (24%), found that more than 90% of all marketing emails remained irrelevant to them. This is a marked improvement on the 64% that claimed the same thing in 2010, but, still shows there is work to be done by email marketers.
Possibly the most telling result showed that trust in the brand sending the correspondence is all important. Consumers are far more likely to sign up to receive and respond to regular emails but already having faith in the company was a large determining factor in these decisions.
The DMA study surveyed a total of 1,800 consumers, asking questions relating to their experiences and responses to email marketing campaigns. It also surveyed their perceptions of the business tool, which has proven to be far more preferable than before.
For businesses looking to improve the success of their email campaigns, it is critical that they understand their market. Through delivering messages that are relevant, trust will develop, which allows the best marketing tool of all to come into play; personal recommendation.