More Users Are Opting In To Professional Email Marketing Subscriptions
Research shows that email is the preferred communication of consumers with companies. That makes sense. Busy consumers want to send a question, request or comment and get back to their busy lives. This is good for them and good for your business. Email is easy to manage compared to the complexities of a customer service phone center.
Family and friend emails are still the most dominant form of email, however permission email acceptance continues to grow.
Email communication with family and friends represents anywhere from 35% to 37% of all email delivery, while permission based emails from businesses and brands represents around 30% in 2010. This is according to research presented by Rich Fleck, vice president of of interactive strategic services for Merkle, during MediaPost’s Email Insider Summit.
Right now email engagement is steady — with 86% checking their email account one or more times a day; around 40% check at least four times a day. Fleck says it’s good news that there are more companies being allowed to send emails to individual consumers — an average of 11.3 companies in 2010, up from 10.3 companies the year before.
Research also shows that 74% of consumers say that email is their preferred form of communication from companies, direct mail is 16%; phone calls, 4%, social messaging, 2% and text messages, 1%.
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