An email targeting teens

A holiday study conducted by Return Path found that consumers are savvier with email and demand the same sophistication from marketers, reports DMNews.
Some 17 percent of respondents were happy to receive holiday offers via email, and 51 percent were likely to open email if they felt that they experienced value from the marketer before. Consumers nevertheless said they were sent too much email durinng the holiday season: 37 percent of respondents claimed that the volume was higher than expected.

"What was interesting in our study was finding that consumers are carefully managing their inboxes," Return Path's Stephanie Miller said. "This is good for marketers who are segmenting, targeting and sending triggered messages, but those who are sending blasts are not doing well."

The study also found that instead of marking messages as spam, consumers for the most part trust unsubscribe buttons/links: 43 percent of respondents said they sometimes use the feature, and 24 percent said they do so all the time.