Jennifer Owens
Issue: May 7, 2001
Research carried out by Chicago based research group Information Resources Inc. has revealed a gap in e-mail marketing. Over two-thirds of the consumers surveyed claim that they do not object to receiving e-mail messages from packaged good companies, however only one-third of manufacturers currently conduct e-mail marketing. This Internet marketing tool is highly underutilised, and although companies should take advantage of it, care should be taken that consumers e-marketing needs are met. For example, the survey revealed that consumers appreciate e-mails containing relevant information with tangible benefits, such as coupons and recipes. The research also highlighted the importance of banners in helping to increase awareness levels among consumers.