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E-Mails Need to Be Relevant to Consumers

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Irrelevance is the number one reason consumers are unsubscribing to e-mail newsletters, according to a report by CMO Council and InfoPrint Solutions Company. Nine out of ten consumers have claimed to unsubscribe from e-mail newsletters that they could not relate to. Additionally, 23% of consumers say they receive too much e-mail in their inbox.

On the other hand, there are e-mails more consumers always open. Seventy-two percent of Internet consumers always open monthly bills, followed by 60% who open bank statements.

Liz Miller, Vice President of Programs and Operations at the CMO Council, notes that irrelevance is a waste and should be a warning to marketers that consumers will disconnect from brands who deliver messages demonstrating “a lack of intimacy, customer insight and individual understanding.”

Source: eMarketer; November 23, 2009

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