JupiterResearch reports social networking sites may erode email effectiveness

Image via Wikipedia A new Jupiter research report, The Social and Portable Inbox: Optimizing E-mail Marketing in the New Era of Communication Tools ," shows that newer marketing communication methods, such as social networking sites and text messaging could be eroding the effectiveness of email promotions.
The report states in 2007, 51 percent of e-mail users said e-mail inspired at least one online purchase, and 47 percent said the same for off-line purchases. However, in 2008, only 44 percent of users were inspired to purchase online and 41 percent for off-line purchases. In addition, 22 percent of those surveyed said they use social networking sites instead of e-mail, and a large amount more indicated they use their cell phones, text messaging and instant messaging (IM) as an alternative to email.
"Consumers' confidence in e-mail has become shaken by irrelevant communications and high message frequency, which are top drivers of subscribers' churn and channel skepticism," explained David Daniels, Vice President, Research Director and Lead Analyst of the report for JupiterResearch. "People receive such a high volume of e-mail that they are unable to pay attention to every message. It is so important for marketers to be relevant and succinct when they send messages to consumers' inboxes."

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