DoubleClick has announced the results of its consumer email study. 72% use a single email address for making online purchases.


DoubleClick has announced the results of its consumer email study.

The study has revealed that 72% of the participants use a single email address for making online purchases. Also, 78% have made a purchase as a result of an email. 59% have redeemed an email coupon in a store. Almost one third of the participants in the survey have clicked on an email and made an immediate purchase.

Eric Kirby, General Manager, DoubleClick Email Solutions, said, “This year’s study shows that email is firmly entrenched as a critical communications tool for the majority of consumers.

For marketers, this presents enormous opportunities, while at the same time requiring a significant degree of sophistication to communicate and interact with consumers on their terms in a mutually beneficial manner.” [Source]

The study also revealed that:

57% of the people who took the survey view their work emails at home during the day once in a while.

55% view their work emails at home in the evenings and 54% view them during the weekends.

21% view personal emails regularly at work.

“This data shows a constant usage of email and, for marketers, it calls into question the notion of a “˜best’ time of day or day of week for deploying email campaigns.

It also highlights the importance of effective preference management and data capture to ensure consistent and relevant communication with customers.” [Source]

Additional key findings were:

– 50% owned at least 3 email addresses.
– Overall percentage of consumers receiving spam has dropped from 45.5% in 2002 to 30.3% in 2005.
– 75% percent are concerned about viruses than spam, 67% about identity theft, 66% about spyware, and 61% about scams.

 

 

 

 

Sharing is caring