CHART: Advertising Tactics Trusted by Internet Users
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Despite minor improvements, about 1-in-5 commercial, permissioned emails still fail to reach consumers’ inboxes, according to new research from email and reputation management firm Return Path. In the second half of 2009, 19.9% such emails never reached consumer inboxes in the United States and Canada — representing only a slight improvement over the first half of the year when 20.7% such emails missed their target. By contrast, European inbox placement rates fared markedly better with just 15% of requested, permissioned emails never reaching consumer inboxes. Read more at www.mediapost.com |
The “2010 Digital Marketing Outlook” report found that 81% of the brand executives surveyed expected an increase in digital projects in 2010, and one-half will be moving dollars from traditional to digital budgets. Further, more than three-quarters think the current economy will push more allocations to digital.
Senior marketers reported that social networks and applications were their biggest priority for 2010, followed closely by digital infrastructure. While social media marketing looks set to stay top of mind, a majority of respondents considered a range of digital activities at least “important,” with only games failing to inspire widespread interest.
Read more at www.mediapost.com
Types of Email US Internet Users Always Open
Type of Email
% of Respondents
Monthly bills
72%
Bank statements
60%
Promotional offers
41%
E-newsletters
40%
News alerts
37%
Source: CMO Council and InfoPrint Solutions Company, November 2009
According to a new poll from the Chief Marketing Officer Council, 64% of consumers say promotional offers dominate both the email and traditional mail they receive, and only 41% view these as must-read communications. Of the 91% of consumers who opt out or unsubscribe to emails, 46% are driven to brand defection because the messages are simply not relevant.
Read more at www.mediapost.com
Reasons US Internet User Unsubscribe from Email Newsletters (% of Respondents Unsubscribed)
Reason
% of Unsubscribers
Not relevant
46%
Too many to manage
23
Cause clutter in inbox
16
Not from trusted source
16
Source: CMO Council and InfoPrint Solutions, November 2009
The recession has had its effect on consumer behavior online, and the watchword is frugality. Whether or not shoppers go back to their spendthrift ways, for now coupons are cool and deal-seeking is the norm.
Higher open rates for coupon offers translated into higher click rates as well, though the difference was much smaller. E-mails with coupons that could be used online were most likely to be clicked, at 4%.
There is a pronounced difference between open rates for e-mails that include a coupon offer and those that do not. Open rates of around 24% to 25% for coupon e-mails dropped to just 16% to 18% for noncoupon campaigns, according to Experian.
Higher open rates for coupon offers translated into higher click rates as well, though the difference was much smaller. E-mails with coupons that could be used online were most likely to be clicked, at 4%.
Experian also reported that 80% of online coupon mailings saw higher transaction-to-click rates and transaction rates than noncoupon campaigns. And 78% of that group also earned higher revenues per e-mail.
Read more at www.emarketer.com
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