Many consumers feel the email marketing they receive is not relevant to them, a new study has found. Companies are still failing to effectively target their email marketing messages, new research suggests.

 According to the survey of 2,000 consumers from GI Insight, 53 per cent of those questioned did not believe the emails they received from brands were relevant to them.

Despite this, many consumers are interested in receiving email marketing messages, with 73 per cent admitting they had given a company they had purchased from permission to email them.



However, those questioned were less likely to allow a company which they had not bought from previously to contact them through email, the research also found.

 Andy Wood, managing director of GI Insight, said there is a discrepancy between what brands send and what consumers want.

”For email to work as an effective medium for both the consumer and organisation, drilling down into customer data and using that obtained insight to more accurately target and personalise the email should become the norm,” he advised. 

Earlier this month, Sign-up.to’s UK Email Marketing Benchmark Report found that small and medium-sized enterprises achieved an open rate of 18.21 per cent in 2010.

Source: DMA (link)