E-mail marketing perception – additional information
Contrary to popular belief, e-mail marketing is not heading towards extinction. Asked how they think e-mail marketing will change by 2020, 40 percent of industry professionals all over the world expected it to maintain at a steady level by the end of the decade, while 26 percent said they projected a slight increase. The key is to keep in mind that today’s consumers value personalization, relevance and benefits, therefore the industry needs to focus on catering their e-mail messages to receivers’ specific expectations.
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 e-mail ads to arrive at least monthly, only nine percent said they never wanted to have any promotional e-mails sent to them. The most common reason for signing up to receive these messages according to U.S. consumers, is the opportunity to get discounts, and some subscribe to e-mails in order to be privy to exclusive offers. On the other hand, if the consumers’ expectations are not met, there is a risk that the e-mail will be marked as spam. As stated by close to 50 percent of customers, messages from businesses that e-mail too often land in the spam folder most frequently. In terms of content, the majority of U.S. customers find it useful if promotional e-mail from retailers feature recommended products based on previously purchased ones. And while the older generations in general view all kinds of advertising e-mails less useful, compared to other age groups, the differences usually stem from the fact that the 55-year-olds are less active in the online and digital world.