A significant number of consumers who opt-out of receiving e-mail from financial institutions responded to some type of incentive in exchange for opt-in participation, according to a recent study by Synergistics Research.
The national Internet survey, entitled, "Optimizing E-Mail Strategies for Financial Services," asked respondents about their experience with financial institutions' "opt-in" policies regarding receiving e-mails.
Somewhat more than one-third reported they have opted out or unsubscribed and no longer receive e-mails of this type. Slightly fewer, three in ten, indicated they have opted out or unsubscribed, but continue to receive e-mails.
Slightly more than one-fifth have opted in or subscribed to receive e-mails. Slightly more than one-tenth report they have not been given this choice.
Respondents who opted out were presented with both banking or financial-related incentives and non-financial incentives and were asked which ones would cause them to be more likely to opt-in to receiving or opening e-mail from their financial institutions. Almost six in ten responded to some type of non-financial incentive.
More than 40% of those who opted-out would opt-in to receive hobby or special interest newsletters.
Receiving bonus or loyalty points for opting in was responded to by almost 40% of those who opted out.
More than one-third responded to special offers for event tickets.
More than 25% would opt-in to receive limited time offers on financial services that are made available only to e-mail recipients. One in six of those who opted out would opt-in to receive alerts concerning changes in interest rates.
For info: www.synergisticsresearch.com
