Study: Consumer Packaged Goods Firms Missing E-Mail Boat

Share this content:
While most consumers are willing to receive e-mail correspondence from select consumer packaged goods manufacturers, most companies are failing to take advantage of those opportunities, a study released yesterday by Information Resources Inc., Chicago, found.


The study, "CPG Online: What's Not Clicking for Manufacturers, Retailers and Consumers," conducted by IRI's e. Ventures Group, found that 69 percent of consumers are interested in receiving e-mail from consumer packaged goods companies. More than half, 59 percent, said they would be open to receiving e-mail from multiple manufacturers.


IRI's e. Ventures unit provides Internet marketing research on the consumer packaged goods industry.


Only 34 percent of manufacturers are conducting e-mail marketing campaigns, the study noted. And the companies that are conducting campaigns are not connecting with consumers. Only 8 percent of consumers said the information they received from consumer packaged goods companies is valuable to them. Only 7 percent believe e-mail correspondence has favorably changed their perceptions of the company conducting the campaign.


"Our study shows that e-mail campaigns are a highly underutilized Internet marketing tool for consumer packaged goods manufacturers," said Brian Murphy, a partner at IRI's e. Ventures unit. "However, as more and more brand marketers adopt this communications vehicle, they should be careful to provide consumers with e-mail content that is relevant to them."


The study noted that the majority of consumers, 61 percent, said they like receiving coupons and 42 percent said they prefer recipes. Only 4 percent said they are interested in customer testimonials.


close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above