Here are some key findings from Merkle’s View from the Inbox 2008 study.
- 31% of email recipients spend less than 10 minutes per week on marketing emails. 8% spend over 3 hours a week.
- Half of the survey respondents made an online purchase as a result of Permission Email Marketing (PEM), and increase of 3% from last year.
- 53% of recipients don’t mind receiving marketing messages in transactional email if they are relevant to their needs and/or interests. 12% of recipients are open to receive marketing/promotion messages in transactional email simply because they have a relationship with the sender.
- 73% of recipients unsubscribe from emails because they aren’t relevant to them. That’s down 4% from last year.
- 66% of recipients opt-out because the sending frequency is too high.
- 64% of recipients opt-out because they say they didn’t sign up in the first place.
- 63% of recipients opt-out because the emails weren’t what they expected when they signed up.
- 30% unsubscribe because of the poor quality of the emails.
- 27% of those surveyed think that they get a lot less/somewhat less spam today compared to last year.
- 49% of respondents think that they get a lot/somewhat more spam today than a year ago.
For full details of the report, read View from the Inbox 2008 (.pdf)
