Email remains the most accepted new media channel for permission-based marketing across the UK and US, finds research from Bluestreak.
The digital marketing technology provider published findings into adoption levels and attitudes towards emerging technologies like RSS, SMS, blogs, message boards and podcasts.
While such new technologies were found to have already established high take-up rates, with 36% using podcasts and 28% using RSS acreoss the US - email still reigned as the most popular, with 100% adoption.
A third of permission-based emails are opened, leading to an 83% clickthrough rate, the survey found. The report which questioned 1000 people, warned that while email marketing is currently enjoying great success, an uncertain future lies ahead.
"When email applications first started removing pictures from emails, marketers quickly found a way around this. But new changes such as deactivating links are a step too far," said Dax Hamman, Bluestreak's international operations manager.
After email, SMS was found to have the highest adoption rate among users: 95% in the UK and 88% in the US. However, a culture of communicating via SMS doesn't reflect its effectiveness as a marketing tool, said Bluestreak. US respondents named SMS marketing as the most unpopular form of ad communication, with 80% saying they felt negatively towards advertisers targeting them in this way.
Source: NMA 9th November 2006
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