Online PR professionals turning away from bulk email?
by ClickThrough | 15 Jan 2010
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Digital advertisers may be moving away from the use of bulk emails, as research has revealed that 75 per cent of recipients consider irrelevancy of messages to be the main reason for unsubscribing from a company's services.
Econsultancy's Matthew Kelleher cited figures from a survey conducted by Merkle, which found that 66 per cent of people are also concerned with the frequency of email missives.
"We can only influence people while they are engaged," he said, noting that it is up to internet marketing services professionals and others to ensure that customers are not battered "into a state of disengagement", which may occur through repeated "irrelevant and valueless" emails.
In addition, Mr Kelleher stated that the consumers that brands should be nurturing in order to make them valued clients are those that are currently opening emails.
His comments follow a recent study by Epsilon International, which found that UK delivery rates are still high at 95.3 per cent, signalling that those in the industry are confident in email marketing as a strategy.
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