Best Practices November 2004
	Research DoubleClick Consumer Email Study This fifth annual consumer email study of 1000 consumers reveals that a significant number of consumers now consider email to be a replacement for direct mail. Others see it replacing their bills and statements. Here are the main findings as reported by DoubleClick: For the first time, this year’s survey asked consumers about what role email played in the marketing spectrum: 49% say that email has replaced telemarketing and 45% say it has replaced direct mail to their postal address. Forty percent of consumers have at least three email addresses: 48% consider a free email address their primary one, while 57% consider this to be the address they make purchases from. More than half of consumers report receiving permission-based email from online merchants, 55% from bricks and mortar retailers and 45% from catalogers. Fifty-four percent say they currently receive bills and statements in this manner. Consumers are increasingly likely to make an immediate purchase as a result of an email: 32% clicked through immediately and purchased, 12% clicked through to find more information but then purchased the item offline. The “from” line continues to be the most compelling reason to open permission-based email, cited by 64% of all respondents, consistent with 2003 (63%). This speaks to the continuing significance of user recognition of the sender and the power of brands -- even more important in an era of spam. Of all types of subject lines, discount offers and compelling news increased in impact (from 60% to 66% and 49% to 55% year-over-year respectively).