Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Published on .

(May 8, 2001) -- Most consumers are interested in receiving e-mail marketing messages from package goods companies, according to a new study from Information Resources' e.Ventures Group.

The challenge for package goods firms, the study noted, is to be more relevant to customers, since fewer than 10% said e-mails they have received were valuable.

The findings show that although 69% of consumers want e-mail from marketers, only 34% of consumer package goods companies are currently conducting e-mail campaigns. Half of the companies surveyed said they plan to ramp up their e-mail marketing efforts in the next year.

Consumers reported that they preferred e-mail promotions with tangible benefits such as coupons or recipes instead of customer testimonials.

E.Ventures is a division Information Resources Inc., which provides Internet market research to the consumer package goods industry. -- Cara Beardi

Copyright May 2001, Crain Communications Inc.

In this article:
Most Popular