If cancellations represent one
problem for email marketers, the next issue is getting more users to sign up in
the first place. More than 46% of email users are unwilling to be contacted via
email by online marketers. The primary motivations of users for not giving out
their email address can be addressed through effective communication on security
and privacy.
Unsurprisingly, the biggest
reason for users not to reveal their email address to marketers is their fear of
potential "virus" contamination or that opening links or attachments could cause
their PC to crash. By addressing these issues through clear sender addresses and
a "no attachment" policy, marketers can effectively counter the key concerns
that hinder email marketing.
Close behind viruses, some 39% of
users feel that they receive too many emails. They do not want to open the
floodgates further. To effectively address this, email marketers must offer
clear frequency options. It is suggested once a month for newsletters and then
from “time to time” for promotional emails.
More than 33% of users have
privacy at the top of their minds when they refuse contact from email marketers.
By asking explicitly for users' permission to contact them, and clearly stating
the privacy policy on the Web site, through telemarketing, and through links on
the email, marketers will be able to convince the more reluctant users.
41% of users consider email a great way to find
out about new products, 36% read most of the promotional emails they receive,
and 9% find the information they received so valuable that they decide to
forward the emails to a colleague.
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