Almost One-third of Online Adults Purchase in Response to E-mails

Thirty percent of online adults have made purchases as a result of receiving e-mail communications from companies they frequently patronize, according to a survey released on Dec. 18 by marketing solutions provider Acxiom Digital and research firm Harris Interactive. The survey of 2,541 adults found that 94 percent of consumers received e-mail solicitations and 74 percent of them found these types of communication from companies they’ve done business with to be valuable or very valuable.

Other data revealed by the survey:

* 61 percent of online adults said the timing of an e-mail was an important factor in their desire to respond;
* 60 percent said that compelling offers and discounts were an important factor in their desire to respond;
* 55 percent said that e-mail targeted to their specific interests, lifestyles or preferences was important to them;
* 23 percent said that personalization and graphic design were important to them; and
* of note to those who prospect via e-mail, only 17 percent regarded e-mails from companies with which they were not familiar as valuable.

Source: Acxiom Digital and Harris Interactive Survey, http://www.acxiom.com/default.aspx?ID=3027&DisplayID=18