7/5/13
Consumers prefer email both as a means of finding out about new products and for following up with companies after making a purchase, but they’re also put off by getting too many emails from companies, according to a study by The Economist Intelligence Unit for Lyris. Eight in 10 (80%) say receiving “too many unwanted emails” is the most frustrating aspect of how companies use online communications. Almost half (49%) are frustrated by threats to the privacy of their personal data, and 28% are frustrated by the amount of advertising on websites.
More than six in 10 (63%) say they receive so many marketing messages with their name on them that this level of personalization makes no difference to them.
Eight in 10 consumers (81%) say they receive more marketing messages that include their names than they did five years ago, and 70% say they receive more messages including information about their past purchases than they did five years ago. Seven in 10 (70%) find many of the personalized messages they receive to be annoying because the efforts made to personalize them are superficial.
Consumers consider finding good deals to be the biggest advantage of online communications with companies (76%). They also appreciate the ability to learn about the differences among competing products (50%) or to learn about product details such as features and upgrades (49%). A third consider being able to receive customized offers and promotions (33%) to be a significant advantage, and 13% feel this way about receiving location-based offers.
When getting product information directly from companies, consumers are most interested in learning about pricing/promotions, product features, and warranty information. When researching products through independent channels, consumers are most interested in reading expert and peer reviews and comments on vendor reliability/service reputation. Email is the preferred medium for follow-up questions about products after purchase (52%). Fewer than three in 10 consumers prefer to get post-purchase product information through any other means, including a trusted website (25%), a personal referral (21%), company social media or blogs (20%), and postal mail (19%). Only 11% prefer to follow-up via phone.
SOURCE: “Mind the Marketing Gap: Sizing Up Marketer and Consumer Perceptions,” June 2013, The Economist Intelligence Unit for Lyris. The Economist Intelligence Unit, Janie Hulse, Editor, 750 Third Ave., 5th Fl., New York, NY 10017; 212-554-0600; americas@eiu.com; www.eiu.com.
Lyris, Alex Lustberg, CMO, 6401 Hollis St., #125, Emeryville, CA 94608; 510-844-1600; www.lyris.com. Price: Available online at no charge at www.lyris.com/eiu.
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