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From the Archives: Four Profiles of Consumers that Pass Along Email

A paper published in the Journal of Advertising Research in December 2004 revealed four email profiles used to identify those more likely to pass-along emails. Advertisers tend to focus on reaching and connecting with viral mavens, but some infrequent senders who received few but forwarded were found to represent another potentially overlooked but valuable conduit for marketing messages.

The four types of profiles included:

* Infrequent Senders 1: Those who neither received nor forwarded many pass-along emails.

* Infrequent Senders 2: Those who received few, but forwarded a large percentage of emails.

* Viral Mavens: Those who both received and forwarded many emails.

* Infrequent Senders 4: Those who received many emails, but forwarded none.

Read the report (PDF download)

Posted by WOMMA Editor on July 26, 2006 4:57 PM

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