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Email marketing survey results

Posted by Michael Bloch in web marketing (Sunday June 7, 2009 )

According to a recent survey, there’s distinct differences in different parts of the world in relation to unsubscribing from marketing communications and newsletters, with some countries having far more tolerance to unappealing email than others.

Epsilon’s Global Consumer Email Study was run in April 2009 and surveyed over 4000 consumers in 13 countries.

Email is certainly still a very important medium for communications as the survey indicates, with 87% of North American, 74% of European and 58% of Asia Pacific respondents using email as their primary online communications tool. (IM is particulary popular in the Asia Pacific with 28% stating it’s their primary means of communication).

The survey found that North American respondents are the most likely to unsubscribe from communications and the most common reasons: irrelevant content and frequency. So if your USA unsubscribes are minimal, you’re doing something right :).

Email marketing isn’t all about the online world and ecommerce either. 59% of Asia Pacific consumers report making an offline purchase as a result of email communications, followed by North America at 53% and Europe at 37%.

The study also found that half of respondents in the Asia Pacific believe that email subject lines are the deciding factor in whether they opened an email or not – but over two-thirds of North American and European respondents focus on the “from” line. However, among all respondents, discounts, freebies, known brand names an personalization fo subject lines increase the likelihood of opening an email.

Pick up some tips on email subject line and from line development.

Read more of Epsilon’s Global Consumer Email Study

Autoresponder and email marketing software


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