Irrelevant marketing dents consumer confidence

Irrelevant email marketing communications can have an adverse effect on consumer confidence, an industry expert has warned.

In a new report, David Daniels, research director and lead analyst at JupiterReseach, advised marketers that a high frequency of messages can also potentially lead to “channel scepticism”.

He added that these issues should cause businesses to exercise caution when it comes to devising email campaigns, so they can reach the as many existing and potential consumers as possible.

“People receive such a high volume of e-mail that they are unable to pay attention to every message,” Mr Daniels said.

“It is so important for marketers to be relevant and succinct when they send messages to consumers’ inboxes.”

Sheldon Gilbert, founder and chief executive of consumer behaviour research firm Proclivity Systems, recently advised email marketers to allow customers to reduce the frequency of the messages they receive in their inboxes.

Allowing customer to “opt down”, he said, increases the likelihood of retaining consumers who may have otherwise chosen to unsubscribe and saves on the cost of marketing to new clients.