Email Advertising

Although Email Advertising is in its relative infancy in Australia, 43% of Consumers surveyed
have been subjected to it. Of this group, 54% do not enjoy receiving it, 42% are indifferent and
5% enjoy Email Advertising.
Of the Consumers who had been subjected to Email Advertising, 84% could nominate an
element they don’t like, such as concerns about viruses, volume and privacy invasion.
E-marketers need to be aware of both Consumer and Business People’s concerns regarding
privacy and unsolicited email. They need to be sensitive to the size and quantity of emails they
send and they need to address Receivers’ concerns regarding potential viruses.
31% of Consumers subjected to Email Advertising could nominate an element of it that they
like, such as the perception that it is quick and easy to receive, informative and forms a
permanent record.
Email did not perform particularly well with respect to influencing Consumers’ purchasing
decisions with only 11% of the 43% sample (5% of overall sample) stating that it influences the
buying decision.
As can be seen from the research, email penetration is still relatively low in Australia, with only
43% of Consumers having access to email. 23% of Consumers surveyed have email access at
home only, 15% both home and work and 5% have access at work only. As would be expected
the 18-24 age bracket has by far the greatest access and the 55+ groups have the least.
Executive Summary
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