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Consumer Email Marketing Trend 2007 Survey Released |
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Consumer Email Marketing Trend 2007 Survey Released
Discover Up-to-date Email Marketing Insides
Radica Systems Limited, together with Hong Kong University of Science and Technology Centre for Electronic Commerce and atNext.com, launched the Consumer Email Marketing Trend 2007 Survey during June and July. About 900 respondents have been interviewed for their attitudes towards emails and spam problems in HK.
After UEM bill is passed in HK, more and more people are paying closer attention to spam mails. The result finds that spam problems are still serious in HK as more people are using emails. Some respondents even would like to pay as to avoid receiving spam emails. People’s disgust on spam just reflects the importance of doing permission-based email marketing. But marketers needn’t feel depressed because once you get the permission from your subscribers you get chances. There is a significant increase that people are generally more willing to receive emails and they conduct purchase after receiving email promotion in different ways. Survey also shows that compared with last year, now people are more likely to buy the products or services recommended in emails (43% VS 38% of last year). Generally, they are willing to read promotions in their opt-in emails (80%). Promotional emails are playing a more important role in companies’ business.
But one thing e-marketers should be noted is that the problem of false-positive becomes severe. 38% of respondents discover that sometimes their opt-in emails were dumped to junk box by ISPs (Internet Service Provider). This behavior of ISP to avoid spam mails did or will sharply affect companies to do legitimate permission-based email marketing. As a result, we suggest that e-marketers should keep an eye on this issue and better monitoring campaigns to ensure emails will reach the inboxes of their target customers.
Some recent media’s coverage about the survey and analysis of email marketing in Hong Kong:
The Sun: 38%電郵屬垃圾
Ta Kung Pao:監管電郵推廣初見效
Hong Kong Daily News:垃圾電郵仍佔4成
South China Morning Post:Two-thirds Allowing Spam Email Reads It
Metro HK:科大調查指垃圾郵件仍嚴重
Marketing-Interactive.com:Hong Kong Consumers Respond to Email Marketing
From now on until 31 Oct 2007, you can get a free copy of the full version of aforementioned survey report after you sign up to be a member of HKAIM (Hong Kong Association of Interactive Marketing). For details, please click here.
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