Friday, April 17, 2015

Impersonal Communication Annoys Your Customers

Consider the following email marketing statistics from a recent consumer research study of British consumers:

The average person's inbox has 260 unopened emails, 56% of which are from brands.
60% of those people who never open brand emails admitted they would if the subject line were personalized.
The above facts tell us that consumers find impersonal marketing communications—let's call it "brand spam"—irrelevant as well as annoying.

Often, unread emails from brands are those the consumer initially elected to receive, a process we call "self-selecting." Self-selecting is defined as ignoring emails originally requested but no longer relevant by the time they reach the individual's inbox.

The solution to eliminating brand spam is to provide greater context for improved personalization.

Read more from MarketingPros

1 comment:

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