• DM News, Thursday, December 22, 2005 7 PM

New consumer data shows that e-mail marketing works--quite well, in fact. Seventy-eight percent of respondents to DoubleClick's sixth annual consumer survey, "E-mail Solutions," said they've made a purchase as a result of receiving an e-mail, 59 percent said they've redeemed an e-mail coupon in a store, and nearly one-third said they've clicked on an e-mail and made an immediate purchase. Users are now comfortable with e-mail; the report says they understand and accept the fact that marketers collect and use data to send them relevant e-mails. However, they are very worried about viruses, spyware and phishing scams: 75 percent fear viruses, 67 percent worry about identity theft, 66 percent are concerned about spyware, and 61 percent fear scams. For the report, DoubleClick polled one thousand e-mail users between May and June, working with ROI Research and Greenfield Online's panel of 900,000 U.S. households.

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