Media Buyers Prefer Double Opt-in Opt-in News announced the availability of their "Email Marketing Factbook", which contains opt-in email industry research from 1999 to the first quarter of
2002. This report contains documentation never before released by Opt-in News Research Division.
Of the 200 U.S. media buyers that were surveyed, 64 percent favored the double opt-in method
for gaining permission; 31 percent preferred the single opt-in e-mail marketing process; and 4 percent selected opt-out or pre-check data collection. Opt-in News projects that non-permission-based
methods will become obsolete in 2-3 years, as media buyers will demand a higher return on investment (ROI) and privacy concerns will dictate opt-in methods as the industry standard.
According to
the report, 77 percent of those surveyed indicated that audience interest is the most important form of profiling when planning business-to-consumer e-mail campaigns. However, for
business-to-business e-mail marketing campaigns, the numbers are nearly reversed: 67 percent choose demographic and geographic targeting as most important and only 33 percent felt that audience
interest was a priority.
Other significant findings include:
- 47 percent of media buyers surveyed prefer cost-per-click pricing options when purchasing opt-in e-mail ad space.
- 59 percent of media buyers receive less than 3 percent click-through rates on opt-in e-mail campaigns.
- 73 percent feel that e-mail is the most responsive form of marketing
available, garnering better results than television, radio, print and direct mail.
- 54 percent of those that participated say that they primarily rely on Web sites for e-mail marketing news
and information; 43 percent use newsletters; and 3 percent count on radio, television and print.
- 71 percent claim that list counts given by opt-in e-mail brokers are accurate only some of
the time and 26 percent say the list counts are never precise.
For the report,
click here.