Sneak Peak: The Year in E-mail Marketing

Feb 08, 2005 12:17 AM  By

2004 presented e-mail marketers with many new challenges while confirming the value and significance of the email channel. What happened with e-mail medium in 2004? Were response rates up or down? How did consumer perceptions of email change or evolve? How have technology solutions and federal legislation impacted the volume of spam?

Among the findings revealed by New York-based database solutions provider DoubleClick’s 5th Annual Consumer E-mail Study.

• E-mail is taking the place of telephone and direct marketing–33% are using it for bill statements and coupons.

• E-mail usage continues to increase–81% of consumers are on email multiple times daily. In 2004, 33% of respondents say they are online or receive and respond to e-mails “constantly,” that’s up from 20% in 2003.

• More than 65% of respondents say that discount offers comprise the most compelling subject-line content. What’s more, free shipping offers are more likely to compel women.

To learn more about the survey’s findings, log onto or to register for “The Year in E-mail Marketing” Webinar on Feb. 9 at 2:00 EST.