Research amongst Email Newsletter Subscribers
Objectives and Methodology:
Research was undertaken to identify usage and opinions of existing RBI Email Newsletters. The research was carried out among registered users of each newsletter.
- Fieldwork took place over an eight week period, from October – December 2006.
- In total 8,511 surveys were completed.
Key Findings:
- The majority (86%) of respondents work full time and 60% of all respondents are team leader level or above.
- Nearly two thirds (63%) are involved in purchasing decisions for their organisations.
- Respondents are 45 years old on average and just over half (56%) of all respondents are male.
- 61% of respondents read at least 3 out of 4 of the newsletters they are sent, with 91% reading at least 1 in 4.
- Respondents spend an average of 9 minutes reading each email newsletter.
- A quarter (25%) of respondents read the email newsletters at work in the morning, with around a third reading them at various points throughout the day.
- On average respondents prefer 7 stories/links per email newsletter .
- 97% of respondents feel that the article headlines within the email newsletters are very or fairly clear.
- Nearly all respondents (86%) rate the newsletters as excellent or good overall.
- 45% of respondents visit the corresponding website at least once a week.
- Half (51%) of respondents have used an online shop. Nearly a third have used video streaming (32%), an image gallery (32%) and blogs (31%).
Source: RBI Email Newsletter Research, February 2006
