People still love email

DoubleClick recently released their latest Email Study. Amongst the findings:

Almost 55% of participants check work email from home in the evening and on weekends.
48% of respondents check their personal emails at least occasionally at work during the day, with 29% doing so all the time.
Consumers place high value on their free email addresses because of accessibility from anywhere.
Almost half of respondents consider permission-based email to be spam if it comes "too frequently" or is "no longer relevant"
48% check their bulk mail frequently, usually to confirm that no wanted messages have been incorrectly filtered into the folder.
74% of respondents point to "a brand I know and trust" as the element most likely to drive a response to an email.

What can we glean from this?

The debate about which is the 'best day to send' is muted by the fact that people frequently check all their email - work and personal.

It comes down to WHAT you are sending and if you are sending at the right frequency and if it is recognised.

'Too frequently' guarantees deletion - maybe for all your future mails too.

The fact that so many people check their bulk folder means subscribers are becoming sophisticated in their filtering and knowledge of how their software works.
This is good news for marketers - *if* you're sending them what they want!

The fact that people have email addresses for years indicates that they consider it a relationship and explains why people really don't like getting email they don't want.

Bottom line: Your communications are a 'relationship', and can be either appreciated and acted upon, or considered abusive and 'spam'.

Enewsletters best to maintain customer relationships

Based on these findings most analysts agree that enewsletters are a very effective way to maintain and develop customer relationships. Here are some reasons:

A relationship already exists between the sender and the receiver
If it is a positive relationship then the recipient will be inclined to open and read the content
Because the sender knows their customers they can send information that will be relevant and interesting
Regular communication keeps the sender top of mind amongst their customers
Happy customers are the ones most likely to pass on the newsletter to their friends and contacts

7 Reasons to move your newsletter from print to email

1 . Your publishing costs will be dramatically reduced and your turn around time to produce your newsletter shortened.
2 . Email newsletters can have active links to your website which will increase your website traffic markedly.
3 . Email newsletters are very easy to pass on which means you will reach more people if your readers like your content.
4 . Email newsletters can be measured in terms of who is reading your newsletter and what parts of the newsletter attract most interest.
5 . You’ll be able to easily and quickly test anything in your email newsletter. If it doesn't work then you can try something different for little extra cost.
6 . Despite the range of communication options on the net emails remain very popular and email newsletters excel at customer retention.
7 . By using different mailing lists you can customise the information you send out. Email allows your newsletters to be Timely, Targeted and Relevant.

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