Online adults say that targeted e-mail is important: Poll

55 percent of online adults have reported that e-mail targeted to their specific interests, lifestyle or preference is important to them.

This was a key finding from a nationwide poll measuring attitudes and responses of online adults toward e-mail marketing communications sponsored by Acxiom Digital, provider of integrated digital marketing solutions for Global 2000 enterprises. San Mateo, CA-based Acxiom Digital was founded in 1997 and operated as Digital Impact prior to acquisition by Little Rock, AR-based database marking firm Acxiom Corp. in 2005.

The survey, conducted by Rochester, NY-based Harris Interactive Inc. also found that 30 percent of online adults have purchased a particular good or service as a result of receiving such e-mails, and of these, 85 percent have done so within the past year. The poll surveyed 2,541 online adults throughout the United States.

The results also revealed that:

–94 percent have received an e-mail solicitation.

–30 percent reported that the solicitation prompted them to request more information.

–30 percent reported that the solicitation prompted them to purchase a good or service.

— 74 percent viewed e-mail from companies they do business with as valuable.

–17 percent viewed e-mails from companies they’ve never done business with as valuable.

–61 percent identified timing of the e-mail as an important characteristic of e-mail solicitations from companies.

–60 percent reported that compelling offers and discounts were important attributes of e-mail solicitations.

—-One in four reported that personalization (25 percent) and graphic design (21 percent) were important to them.

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