Key findings from the fast.MAP/DMA Marketing-GAP Tracking Study 2009 emphasise the importance of relationship building in all marketing initiatives, particularly when considering email marketing.
Key finding showed that:-
- Consumers’ preferred methods of communication is email but having a relationship is essential
- Email is also a preferred method where a relationship does not exist
- Most unpopular are SMS and phone calls to mobiles
- 67% of email recipients who do not have a relationship with the marketer would prefer no contact at all while only 22% with a relationship would prefer no contact
What the results are showing are that email marketing succeeds most where a relationship is present.
Sometimes this can be hard to build but our Email Marketing Best Practice Guide can suggest alternative strategies to help build relationships. Key to this will be “trust earning” elements to add to your email marketing campaign such as full and transparent company information such as address and the option to unsubscribe or control the number of emails received in future communications. Clear communication in the opening part of the email marketing campaign must also quickly inform the recipient why and from whom they are receiving the email.
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