E-mail marketing - additional information
E-mail marketing is something more than just sending out a vast number of colorful ads to prospective customers and waiting for a positive outcome. In times when consumers value personalization, relevance and benefits, the industry needs to focus on catering their e-mail messages to receivers’ specific expectations. These efforts will require a lot of investment, hence the projected growth in spending on e-mail marketing.
Recent studies show that American consumers are not that opposed to promotional e-mail in their inbox as it could be assumed. In fact, while 86 percent of respondents surveyed in 2015 said they like advertising e-mails to arrive at least monthly, 52 percent would like to receive them once a week. It is worth remembering that those messages should be mobile optimized, as 50 percent of advertising e-mails are opened on smartphones. Also, in terms of maximizing the chances that the message will be opened, it should be considered that in 2014 e-mails with personalized content had an open rate of more than 17 percent. In this regard, slightly more men than women liked the personal touch in promotional e-mails sent by retailers.
What happens after the e-mail has been opened? One in three consumers takes no action at all after receiving a promotional message in their inbox. However, it was found that 20 percent of 2015 survey respondents said they were influenced by advertising e-mails to make online purchases. If all else fails, shopping-cart reminder e-mails containing a discount have the occasional power to convince certain share of customers to buy that item after all.