Ongoing Demand for Email in Direct Marketing
September 10, 2008 | Written by annliu | Filed Under Email Marketing
From recent Habeas, Inc., the world leader in online reputation management services 2008 Habeas Study, I learn that Email remains a strong channel because people prefer to use email to interact with businesses.
The study clearly showing that email has great strength in which consumer choose to use as a vehicle for commercial messages (permission-based ones at least).
The research covered subjects as varied as security features and email protection, consumer abilities to identify spam, concerns about fraud, preferred modes of communications, online purchases resulting from email communications, email privacy, email unreliability and online marketing practices and reputation management.
The report found that nearly 60 percent of users employ two or more personal email addresses, giving a different address to entities they do not trust while maintaining separate accounts for trustworthy sources.
May 2008 by research firm Ipsos found that consumers prefer email as a primary method of communications in their personal and business capacities; they will continue to prefer email in the future despite the rise of online threats and the emergence of other communication channels and Web 2.0 applications.
“Regardless of their concerns over email and online threats, consumers are becoming even more dependent on email for their relationships with each other, via social networks and Web 2.0 applications, and those with whom they do business,” said Des Cahill, CEO, Habeas, Inc.
“Far from being eclipsed by Web 2.0 and other emerging communications methods, consumer expectations suggest that email will be the workhorse channel around which future online communications will revolve,” Cahill continued. “This tells us that email will be as central to online commerce and communications in the future as it is today. Organizations that build trust with consumers by implementing forward-looking online reputation management strategies will differentiate themselves and gain a long-term competitive advantage by establishing themselves as a trusted online brand.”
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