News & Events

UK consumers 'warming to email marketing'

Date posted:

28th July 2008

More UK consumers are willing to put their details on email marketing lists, it has been found.

A new survey has discovered that more people are now willing to give their email address to companies.

According to GI Insight and Lightspeed Research, 74 per cent of people have given permission to email to at least one company they buy from regularly in the last six months, reports Precision Marketing.

However, the research also found discrepancies in the effectiveness of email marketing, with supermarkets performing well, but mobile phone providers scoring poorly.

GI Insight managing director Andy Wood said: "Marketers must not be seduced by the low cost of email to place over-reliance on this medium.

"Anecdotal evidence shows that combining email marketing with direct mail produces conversion-to-sale rates higher than when email is used stand-alone."

Email marketing is popular with companies because it allows information to be distributed to a wide range of specific potential customers quickly and at a relatively low cost.

It has been found that over half of internet users check or send emails each day.

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