New research has suggested that growing businesses should do their best to make direct marketing as relevant as possible.The study by the Chief Marketing Officer (CMO) Council revealed that of the 91 per cent of consumers who regularly opt out of email marketing messages, 46 per cent do so due to the irrelevance of communications.In addition, 22 per cent claimed they would definitely defect from a brand if promotions did not meet their needs.While the study was based in the US, it may highlight trends that are prevalent on this side of the Atlantic.Liz Miller, vice president of programs and operations for the CMO Council, said: "Irrelevant, impersonal communications, be it email or traditional mail, is a waste as it does not engage a receptive recipient."It is no surprise that consumers are opting out of irrelevant emails."Recent research by the UK Direct Marketing Association revealed that seven out of ten marketers expect their email marketing expenditure to rise over the next year.
Please complete all fields correctly to enable one of our Account Managers to get back to you.
