According to a recent Forrester Research report,
despite declining attitudes towards email marketing, the medium is
alive and well.
Forrester stated email marketing is alive and well with
Click-through rates at around 5%— a consistent average since 2003.
This is to be contrasted with banner/creative ad formats click rates
of around 2.5%. Consumers continue to register for additional email
marketing programs, and almost one-third of online users maintain
positive attitudes toward promotional emails.
Interesting findings from Forrester included:
 Email
prospects spend more money online - "Consumers who buy products
advertised in emails spend 138%more online than their peers who
don’t buy through email"
Email
prospects buy impulsively - "Compared with 29%of all online
consumers, more than half of consumers who buy products advertised
through email promotions prefer to buy immediately on credit rather
than wait to complete a purchase."
Email
prospects will pay for convenience - "Nearly half (47%)of
consumers who think email is a great way to find out about new
products or promotions are willing to pay a premium for products
that save them time and hassles".
Email
prospects embrace social computing - "Of consumers who buy
products advertised through email, two-thirds have submitted ratings
and reviews of products; compared with just half of all online
consumers, three-quarters forward online ads to others. Plus,
consumers who buy products
advertised through email and forward email to friends are more
likely to publish their own Web
sites than online consumers in general".
Email ’s Maturity Shows In Consumer Attitudes
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