• DM News, Friday, December 23, 2005 12:47 PM

Good news for e-mail marketers. A new study shows that just about anytime is a good time for e-mail and that consumers accept it as a viable marketing tool. The study was conducted by DoubleClick and also revealed that people easily move back and forth between their work and personal e-mails. Fifty-seven percent said they view their work e-mail during the day while 55 percent view their work e-mail at home in the evening, the study showed, and 54 percent said they read their work e-mail at home over the weekend. Forty-eight percent check their personal e-mail at least occasionally during working hours, with 21 percent admitting they check all the time. "This year's study shows that e-mail is firmly entrenched as a critical communications tool for the majority of consumers," Eric Kirby, general manager of DoubleClick Email Solutions, said. "For marketers, this presents enormous opportunities, while at the same time requiring a significant degree of sophistication to communicate and interact with consumers on their terms in a mutually beneficial manner." E-mail also continues to be a viable direct marketing tactic. Seventy-eight percent said they made a purchase as a result of an e-mail, 59 percent redeemed an e-mail coupon in a store, and almost one-third have clicked on an e-mail and made an immediate purchase.

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