Social Networking, Texting, Cell Phones Impact Email Effectiveness

Social Networking, Texting, Cell Phones Impact Email Effectiveness
Karlene Lukovitz

[Research] A growing preference for social networking, texting and cell phone communication, combined with disenchantment with email proliferation and irrelevance, are starting to create a "glass ceiling" and impact the effectiveness of permission-based email marketing, new research from JupiterResearch confirms.
Lack of relevance continues to be the top reason for unsubscribing, with 50% of total email users reporting that they unsubscribe when the offers/types of content do not interest them. Of particular note to marketers, the percentage who unsubscribe to irrelevant messages is even higher among those who have made four or more online purchases during the past 12 months: 60%.
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