Consumers Abandon Email Accounts Due to Irrelevant Marketing
There are 19 million ‘ghost’ email accounts that are active but no longer in use in the UK, many of which have been abandoned after being bombarded with too many irrelevant or spam emails, according to new research.
the Consumer Email Tracking 2016a study by the Direct Marketing Association (DMA), found that nearly half (45%) of UK consumers have email accounts of this nature.
62% of 1,239 respondents said they had given up an email address or would consider doing so if they felt they were receiving too many emails.
Young people are more likely to have already abandoned email addresses for this reason (58%) than older consumers (27%).
68% of respondents agree with the statement “Most of the marketing emails I receive do not include content or offers that interest me”, while 84% of consumers said they find less half of their “relevant or interesting” emails.
The study also found that more than two-thirds (68%) of consumers agreed or strongly agreed with the statement “Most of the emails from brands/stores/sites I receive do not contain any information on the offers that interest me”. Additionally, three-quarters of emails (74%) are deleted after one day from any inbox.
In favor of email, research shows an increase in consumers’ willingness to click and buy from email, up to 65% of respondents vs. 58% in the study from last year.
The top reasons consumers share their email details with brands are discounts (45%), percentage discounts (41%), free samples (35%) and free shipping (35%).
DMA Managing Director Rachel Aldighieri said, “There are several reasons for the large number of ghost accounts. First, consumers are often assigned email addresses, sometimes wanted, sometimes unwanted, when they sign up for new services such as broadband.
“Second, consumers may decide to actively abandon an account, usually because they are receiving too many spam emails. Another reason could be that the consumer finds a new, better email service provider.”
“Only 16% of internet users said that more than half of their emails were ‘relevant or interesting’, a proportion that has halved since 2012. With so many irrelevant or uninteresting emails, it is consumers may miss interesting and relevant emails.”
She added, “Direct mail and email both have their advantages. At the moment the mail seems to have an advantage because the doorway is relatively clear so the mail is more likely to be seen.
“To make emails stand out, we have a simple recipe: be relevant, be interesting, make emails work for mobile, be multi-channel – use other media and make a credible offer.”
KJS Print to Mail Services Managing Director, Stuart Speechley, encourages his clients to use multi-channeling to maximize campaign effectiveness.
He said: “It’s all about building brand recognition and using an email campaign in conjunction with a direct mail campaign to get one of the following across. People are now realizing how they can use it better.
But Inc Direct’s managing director, Noel Warner, believes direct mail is currently the most effective way.
“Direct mail is more personalized, more relevant and faster and people are now starting to engage with it more than they were with email,” he said.
“I think direct mail is having a resurgence; people turn to it as a trusted medium.