Consumers Will Give Info for Timely, Relevant E-mail: Study

Jan 11, 2006 2:05 AM  By

Two-thirds of consumers are unwilling to give personal information beyond a name and an e-mail address to marketers unless giving the information improves the quality of the e-mails they receive, according to a recently published study.

Nearly 70% of consumers surveyed said they would give more information at sign-up if the resulting e-mail from the company were more personalized, timely, and relevant, according to the study published Monday by Seattle e-mail service provider Truverse.

Fewer than 40% of people are satisfied with the timing and frequency of the commercial e-mail they receive, according to Truverse. When messages do not meet subscribers’ expectations, more subscribers ignore future messages (58%) than unsubscribe from the list (55%), which may explain the high level of inactivity among most marketers’ list subscribers.

The average e-mail subscriber is subscribed to nearly 14 e-mail marketing lists or e-newsletters, with about a 50/50 split between business and personal interests, according to Truverse.