Consumers spending more time with permission-based emails

More and more consumers are becoming responsive to email marketing, indicating that the medium is proving increasingly effective.

According to a new study from database marketing firm Merkle, entitled View from the Inbox, consumers are spending a greater amount of time with permission-based email marketing (PEM).

It was also revealed that in the past year PEM had led half of those surveyed to make a purchase online.

In addition, the research highlighted the importance of making email marketing relevant, with 73 per cent of respondents citing irrelevant emails as the top reasons for unsubscribing to a programme.

The survey concluded: "Consumers´ interaction with PEM has increased over time, and continues to present opportunities for marketers in defining their brand, driving behavior, and promoting long-term engagement and loyalty with customers.

"Marketers who continue to invest in quality email programs will recognise higher engagement and response rates, subscriber retention, and maximize value from their email relationship with customers."

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