U.S. consumers are reading more marketing email than ever, a recent study says.
Attitudes about brand emails are slowly improving, even though most people still tend to consider them spam.
Surprisingly, the number of Americans who say they're completely opposed to marketing email has dropped from 49% to 39% over the last four years. This 10% reduction is significant to say the least.
What's more incredible is that one in five of the people polled said they read every single newsletter they receive. But why?
Is marketing spam really being welcomed by consumers?
In most cases, consumers say they read marketing email because they are searching for special offers.
The study also shows that fewer folks are sending marketing email to the trash. Only 42% delete them on sight, compared to 59% four years ago.
So is it just an audience eager to see if they can grab a discount?
It could be. Be there is also the thought that maybe marketers are getting better at their craft. If the emails you are getting are more targeted and relevant, you are more likely to welcome them.
This spam study was conducted by Forrester Research and polled more than 35,000 North American consumers for the results.
What about you. Do you still trash any and all spam mail? Let me know in the comments section?