Perchè non credo all'email marketing
Gli ho risposto che non ne avrei fatto menzione sul blog, perchè non mi occupo specificamente di e-mail marketing, anche perchè è una forma di comunicazione in cui personalmente non credo. Ritengo, come ho già avuto modo di scrivere in passato, che l'e-mail sia un valido strumento di retention, ma non di acquisizione, nonostante le evidenze della sua ricerca.
Ho deciso di affrontare il tema, per rilanciare costruttivamente il dibattito, opponendo alla ricerca di ContactLab alcuni dati evidenziati da MarketingSherpa, che riassumono diverse ricerche. ( via KenRadio).
Email Marketers in Trouble
The definition of spam has effectively changed from “unsolicited commercial email,” an idea based on permission, to a perception-based definition - i.e., it’s unwanted - according to MarketingSherpa.
Most consumers don’t accurately comprehend the term “spam”:
- 56% consider marketing messages from known senders to be spam if the message is “just not interesting to me.”
- 50% of respondents consider “too frequent emails from companies I know” to be spam.
- 31% cite “emails that were once useful but aren’t relevant anymore.”
Regarding the use of the “report spam” button - the primary tool that internet service providers (ISPs) provide consumers to counter spam - nearly half of respondents (48%) provided a reason other than “did not sign up for email” for reporting an email as spam.
Confusion is pervasive among consumers regarding what they believe will happen as a result of clicking the “report spam” button:
* Over half of respondents, 56%, reported that it will “filter all email from that sender.”
* 21% said it will notify the sender that the recipient did not find that specific email useful so the sender will “do a better job of mailing me” in the future.
* 47% said they would be unsubscribed from the list by clicking “report spam,” whereas 53% do not think that’s the case.
Not surprisingly, accompanying such confusion is the frequent misuse of the “report spam” button:
* A large number of consumers, 43%, forgo advertiser-supplied unsubscribe links in email and simply use the ISP’s “report spam” button to unsubscribe from an advertiser’s list - regardless of whether the email fits the consumer’s definition of spam.
* A full one in five consumers (21%) use the “report spam” button to unsubscribe from email that they specifically do not consider spam.
$3.2 bln lost to phishing in 2007
$630 mln lost in 2 years to e-mail scams
0.37% of e-mails sent in May 2006 contained viruses
109 mln Americans received phishing e-mails
16% Americans have exchanged emails regarding Presidential candidates
2.97% of Gmail filtered spam is false positive
20% of business to rely on Webmail by 2012
34.1% of users open an e-mail by 5 pm
36% of e-mails to the bank go unanswered
38 mln mobile e-mail users in the US by 2008
38% of marketers think search ads have the best ROI
38% of US and UK companies read e-mails written by employees
38% of US employees have sent an e-mail without required attachment
50-80% of e-mail in Europe is spam
51% of marketers cannot track campaigns across multiple channels
56% of Internet users send e-mail every day
60% of business correspondence has grammar or spelling errors
64% of spam servers are in Taiwan, 23% are in the US
66% of online doctors forwarded content to colleagues
75% of adults prefer e-mail to IM, 75% of teens prefer IM to e-mail
77% of junk e-mail gets filtered out based on From: field
81% of Chinese Internet users have IM, 56.5% use e-mail
90% of e-mails delivered to large companies in November 2007 were spam
Commercial email in health services companies will grow by almost 25% in 2007-2012
Countries with most-populated address books: Argentina, Hong Kong, Austria, South Korea
E-mail archiving to generate $921 mln by 2010
E-mail CTR reaches 3.9% on Wednesdays
E-mail marketing spending to reach $2.1 bln by 2012
Global revenue in e-mail security market to grow to $6 bln by 2010
Less than one-fifth of teenagers use e-mail for communication
Spam costs US businesses $612 per employee per year
Top Exchange problems for sysadmins: Outlook client and SMT
Ho le mie convinzioni, ma sono assolutamente disponibile a cambiare idea, a fronte di valide argomentazioni.
Passo nuovamente la palla a Massimo Fubini a cui chiederei cosa pensa di questi dati e perché, continua ancora a credere nell'email marketing.
L'immagine è di Wempro