A recent independent survey of consumers has found that two-thirds of people read the marketing e-mails they receive.
When savvy consumers today look at their mailbox, they can quickly determine what is spam and what is not. Over time, consumers have seemingly developed an internal filter to censor which marketing dialogue is important enough to open, and which messaging is not.
The survey reconfirmed that creating a trusting relationship with customers is a critical aspect of a successful email marketing campaign. Sixty-six percent of the people surveyed wanted marketing emails that are personalized to their interests. Seventy-seven percent are opening marketing emails from sources they know and trust.