Have you ever received email that you don’t want to receive? I have. Sometimes, when we go shopping, the staff would ask us to sign up to become their member for free, and they would give some incentives to us like 5% discount for next purchase. Especially boutique and other fashion brands. We are most likely to write our email address when signing up. This action already ‘fall into their tap’. Next few days of your purchase, you probably receive many emails from that company. Those emails are called spam, or junk email. I used to sign up so I have received so many that kind of email. I hate that and they are bothering me. So I unsubscribe some of them.

I found some data that spam rate is the highest in 2010 and it was decreasing until 2012. But back in 2001, there were just only 8% of all mail was spam. I think the reason is that traditional advertising is more popular than email marketing at that time. Technology development is keep growing and people always use technology rather than traditional advertising tool like billboard and television.  

Murphy (2016) stated that 78% people check their email frequently throughout a day and 66% people the first thing to do in the morning are checking their email. Therefore, promoting the brand and products through email is a good way to attract customers.

However, quantity of emails received by customers is also important, not only the quality of  content. I have received some brands that they send at least 2 to 3 emails in a day that promote their products. I felt so annoying and click unsubscribe immediately.

As a marketer, we have to understand how customers behave and do they really want to received many emails in a day or just once a week. Sometimes, sending emails to promote can have a negative effects on customers. They may then have a negative word-of-mouth and their preference of the brand may become negative and switch to other brands.

Related website:

Bauer, E. (2018, February 1). 15 Outrageous Email Spam Statistics that Still Ring True in 2018. Retrieved from https://www.propellercrm.com/blog/email-spam-statistics

Murphy, M. (2016, September 18). The Way You Check Email Is Making You Less Productive. Retrieved from https://www.forbes.com/sites/markmurphy/2016/09/18/the-way-you-check-email-is-making-you-less-productive/#619f153637e3

Pimanove, J. (2012, June 5). Email Spam Trends at a Glance: 2001-2012. Retrieved from https://www.emailtray.com/blog/email-spam-trends-2001-2012/