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.