Consumers still loyal to their email accounts, says DMA
AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis9 Howard Lake | 17 January 2018 | News believe they are signed-up to an average of 14 mailing lists on their personal accountsuse their work accounts to sign-up for just two of these. believe more than half of the emails in their inbox are marketing messagesThe DMA found that consumers feel they receive too much irrelevant content from brands via email:53% of consumers feel they receive too many irrelevant emails from brands1 in 5 people say they’ve abandoned an email address due to receiving too many emails.What drives trust in emails?What can marketers do to convince consumers and donors that they are handling their data responsibly? According to the DMA’s research:37% look for access to a preference centre for updating/removing their details37% look for clear privacy policiesIn addition, the DMA report that “consumers are also more likely to read concise emails”. Rachel Aldighieri, MD at the DMA, says: “Engagement is driven by relevant, short and actionable emails… We know, for instance, consumers are engaging well with simple emails composed of well-written text and images. The power of the craft of copywriting should not be underestimated.”You can read the DMA’s Consumer Email Tracker report 2017 although free registration is required. 234 total views, 2 views today AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis9 Infographic: the email account Tagged with: Direct Marketing Email fundraising Research / statistics Consumers still loyal to their email accounts, says DMA 233 total views, 1 views today Email continues to be a reliable method of communication, according to research by the Direct Marketing Association. Almost all consumers check their personal email every day, and nearly as many are still using their very first email address.The latest edition of the Consumer email tracker 2017 report from the DMA reveals that:99% of consumers check their personal email every day, checking their inboxes around 20 times a day.83% still using their ‘first ever’ email address as their main account59% say they have never deactivated an email addressOf course, consumers have developed tactics for dealing with email volumes, especially from commercial organisations.consumers have on average two or three email accounts44% of consumers have a specific email address to receive marketing messagesEmail volumesThe consumers surveyed by the DMA: Advertisement Face-to-face requests 34 times more effective than email, research finds (12 May 2017)Fundraising Media DNA: email – the channel donors want to hear by (28 October 2015) About Howard Lake Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world’s first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp and co-founder of GoodJobs.org.uk. Researching massive growth in giving.