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Consumer confidence 'can be affected by irrelevant email marketing'
Category: Email Marketing
Businesses have been warned by an expert that irrelevant email marketing communications can affect consumer confidence.
David Daniels, vice-president, research director and lead analyst of a new report for JupiterResearch, has claimed that a high frequency of messages can also "channel scepticism".
He added that due to these issues, growing businesses need to take care when using the promotional format to reach existing and potential consumers.
"People receive such a high volume of e-mail that they are unable to pay attention to every message," he explained.
"It is so important for marketers to be relevant and succinct when they send messages to consumers' inboxes."
Sheldon Gilbert, the founder and chief executive officer of consumer behaviour experts Proclivity Systems, recently claimed that email marketers should allow customers to reduce the frequency of their messages.
He added that by allowing people to "opt down", businesses may retain consumers that would have otherwise chosen to stop subscribing and also save on the cost of marketing to new clients.