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Manifesto for Email Marketers: Consumers Demand Relevance

This report is based on Consumer Insight on Email Relevance, an independent commissioned survey by Forrester Consulting conducted on behalf of the Center for Digital Marketing Excellence. The survey endeavored to answer two key questions related to email relevance. First, what does e-mail relevance mean to consumers? And second, how should marketers use this information to achieve greater relevance in their e-mail programs? The results of the survey have been captured in the following report, which examines the key findings and includes a series of recommendations from e-Dialog’s email marketing experts.

Email use is high with 78% of consumers in the United States and United Kingdom using email several times a day. Irrelevant and too frequent marketing emails will be dismissed by nearly 60% of consumers surveyed. Consumers demand marketers better understand and match messages to their preferences and half have indicated that those marketers will be rewarded with their engagement. And marketers must embrace preference capture and improve contact management through tactics that include robust site registration, preference tactics, and relevance empowering tactics including frequency metering, testing, and behavior analysis.