Golden Leads

A new study from marketing research firm Ipsos and the Email Sender and Provider Coalition provides a great insight into how consumers are viewing the email marketing landscape. Direct Magazine online has a good overview here, and you can read the original press release and executive summary here.

One of the more interesting statistics from the study is that 90 percent of email users would prefer to have a specific unsubscribe button on their inbox. This is backed up by the fact that 82 percent of email users say they trust the sender’s unsubscribe option, and that they’ve used it to remove themselves from a list. I’ve been an advocate of the unsubscribe button for a while now. For a refresher on the benefits, you can read my posts here, and here.

Thanks to Email Marketing Strategy from Silverpop CEO Bill Nussey for this great article.