E-mail needs to be more centralized: new StrongMail Jupiter report

Share this article:

E-mail marketing needs to be centralized across all brand communications to increase consumer trust and avoid inbox saturation, according to a new report by Jupiter Research that was commissioned by e-mail marketing firm StrongMail.

The report, titled "The Maturation of E-mail: Controlling Messaging Chaos through Centralization" found that 93 percent of executives stated that their company has deployed some type of e-mail marketing and that permission e-mail marketing now accounts for 27 percent of the e-mail consumers receive in their primary personal inboxes, up from 16 percent in 2003.

"Fifty three percent of consumers opt out of e-mail when content no longer interests them and frequency seems to be a sizeable issue with these consumers," said David Daniels, analyst at Jupiter Research. "One of the benefits to centralizing your e-mail platform is that you can control your permission policy and control your frequency of mailings across all of your brands."

The report found that almost an equal number of respondents to the survey cite multiple user support and enterprise coordination of e-mail mailings among the most important challenges they face when working with e-mail. Despite the fact that e-mail deliverability issues can be remedied through infrastructure such as regular mailing list hygiene practices, this must be executed across a business. Executives are challenged in optimization partly due to the lack of centralization and messaging coordination.

"There is complacency with e-mail because the cost is so cost effective, so businesses are not reinvesting in testing and we believe that e-mail is not as cost effective as people think without testing, because there is a lot of waste and inefficiency in the channel."

While executives are challenged with coordination, the report also found that 54 percent of respondents view e-mail as a central driver to increase sales and revenue. But marketers need to be relevant to keep this channel producing.

"The top reasons why consumers leave an ISP to go to another ISP this is the notion of e-mail bankruptcy and consumers feeling that they are spending too much time on this channel," Daniels said. "This is the ultimate threat to the channel. We need to control the frequency and relevancy of their communications, if not then they have no respect for the ultimate relationships we are trying to build."

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

MyFitnessPal Flexes its Content Marketing Muscle

MyFitnessPal Flexes its Content Marketing Muscle

The health and fitness app enhances its email regimen from four messages to a full-fledged marketing automation program.

Here's an 80-20 Rule for Emailers to Stop Following

Here's an 80-20 Rule for Emailers to Stop ...

Why do four out of five marketers refuse to send abandoned cart emails even though they get 20% conversion rates? We don't know. We're asking you.

Message Systems Networks for Better Deliverability

Message Systems Networks for Better Deliverability

The Adaptive Email Network automatically adjusts users' emails to changes in bounce codes and traffic based on the real-time activity of other users in the system.