Study says email irrelevancy is the new spam

EPSILON EMAIL MARKETING DIGITAL

Asia Pacific - Irrelevant and ineffective emails to customers might have more of a negative effect than originally thought, with research showing that irrelevant emails are the new spam.

With consumers now exposed to more media than they have time to consume and a proliferation of media channels allowing people to take control of the communications stream, targeted email has never been more important.

These are just some of the key findings from Epsilon International's first global study of emails as an effective marketing vehicle.

The survey, which canvassed 4,000 respondents in 13 countries, including 2,221 across the key markets of Asia, shows that the definitions of what constitutes “spam” have evolved.

Of all APAC respondents, a considerable percentage say that emails from companies they have an existing relationship now constitute spam.

For example, 23% of respondents said email saturation from companies they have a relationship which is considered spam.

A high 38% described spam as "am email I received but don't want, regardless of whether I subscribed."

But despite this, the survey shows investments in email marketing are growing at rapid rate, in line with the growing amount of consumers using email as their primary communications tool.  

Many consumers across Asia have no distinction between work life and home life with email a big influencer in this trend.

The survey also confirms that email marketing is now displaying other mediums for bills, statements, sales reps and promotional DM.

Dominic Powers (pictured), Asia Pacific senior vice president at Epsilon International, said, with some clients seeing big returns on their email marketing investments, some are shifting more spend towards email campaigns.

"A lot of this is not surprising, it really just validates what we already knew," he said.

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