Commentary

Why Do Consumers Opt-in and Opt-out of Email Marketing?

by Jack Loechner , Staff Writer @mp_research, October 22, 2003

Why Do Consumers Opt-in and Opt-out of Email Marketing?

A recent summary report by eMarketer shows that sweepstakes are a primary motivating factor in getting consumers to sign up for email marketing campaigns. The Quris survey of 1,691 US e-mail users from a panel of 2.4 million who have agreed to respond to occasional e-mail surveys, found that too much is not qood and existing customers are prime prospects.

Factors that Motivate US Consumers to Sign Up for email Programs (% of respondents)

Sweepstakes or chance to win 41%

Already customer/favorably predisposed 40%

E-Mail address required to access valued content 38%

Found site randomly (search engine) 37%

Friend recommendation 24%
Source: Quris, Sept 2003

The study found that 68% of e-mail users are turned off by messages that come too frequently. More than 50% just plain lost interest, and over one-third find the messages "boring."

Factors that Drive US Consumers Away from E-Mail Programs (% of respondents)

E-Mails come too frequently 68%

Lost interest in product/service/topic 51%

E-Mails generally boring 35%

E-Mails offered no significant value 34%

Suspected company of sharing address 30%
Source: Quris, Sept 2003

The Quris study suggests personalization, relevancy and quality service as goals for e-mail marketers.

You can find out more here at eMarketer.

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About the Author

Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.