Study Finds That E-Mail Address Changes Undermine Marketing Efforts

Share this content:
When consumers change their e-mail addresses, only 10 percent to 20 percent of them tell marketers and update their e-mail subscriptions to online newsletters, Web sites and discussion lists, according to a study released today.

The study found that consumers are using e-mail more than ever and are changing their addresses frequently. It found that 74 percent of the respondents own two or more e-mail addresses and that they tend to have a specific address for work, school, home and Web-based promotions, and another constant address in case they change jobs or leave school.

The annual rate of e-mail address changes, or e-mail churn, is about 32 percent, the study found. About 41 percent of consumers have changed their e-mail addresses at least once in the past two years, with 15 percent changing their addresses two or more times in that period.

"Clearly, there is no standard process for changing an e-mail address that resembles the U.S. Postal Service's system for changing mailing addresses," said Matt Blumberg, CEO of Return Path. "With e-mail churn rates of over 30 percent, businesses who rely on e-mail to communicate with their customers and drive advertising and commerce are experiencing millions of dollars in lost revenue opportunities and wasted marketing money."

The study was conducted by NFO Research and commissioned by Return Path Inc., New York. The survey was based on the responses of 1,912 consumers age 18 and older who own a PC and have access to the Internet.

Return Path operates an e-mail management and change of address service.

The rate of adoption of permission-based commercial e-mail continues to grow, according to the Return Path study. It noted that 96 percent of consumers have requested e-mail from businesses, primarily from online newsletters, Web sites and discussion groups. The average consumer receives permission-based e-mail from seven businesses.

The study found that only 20 percent of consumers notified any regularly visited Web site of a changed e-mail address and 17 percent notified businesses that regularly send them e-mail. Only 13 percent of consumers notified Web sites where they make regular purchases of their new e-mail addresses and 9 percent notified discussion lists of the change.

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