Study: Consumer Packaged Goods Firms Missing E-Mail Boat

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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.


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