Most turned off by personalised emails from strangers

Written by  Chris Taylor Friday, 15 June 2012 10:57

Recipients of personalised emails from brands they aren't familiar with are more likely to delete the email or hit the un-subscribe button.

That's due to research from Temple University Fox School of Business in Philadelphia, Pennsylvania, which found that 95 per cent of consumers aren't comfortable being addressed by name from a company they've never heard of in an email.



As a result of this, they're more likely to delete the email or unsubscribe immediately, the researchers said - cited by

The researchers analysed 10 million marketing emails sent to 600,000 potential customers to compile their results - which ranged from very negative to neutral.

Those who were familiar with the sender were less likely to delete or unsubscribe, but only marginally. Those who had made purchases from the company before remained neutral about the use of their name.

It had previously been thought that people are more responsive to email marketing if their names are used, bringing a sense of connection between the sender and recipient. However business professor and study leader, Sunil Wattal, argued that people are becoming more wary of this practice in a world where private data can easily be phished for or stolen.

"Given the high level of cybersecurity concerns about phishing, identity theft and credit card fraud, many consumers would be wary of emails, particularly those with personal greetings," he said, reports.

The research team suggested that marketers shouldn't presume that just because a customer gives their permission for their data to be used as part of a privacy policy that this means their personal information should be used irresponsibly.

They also suggested sending emails instead to more established customers, or those who are likely to be genuinely interested in the product.