In order to create a email campaign that successfully draws the attention of readers, a new report is urging marketers to invest more resources in the production of relevant and interesting content rather than focusing on new devices and advances in email marketing technology.
In order to create a email campaign that successfully draws the attention of readers, a new report is urging marketers to invest more resources in the production of relevant and interesting content rather than focusing on new devices and advances in email marketing technology.
Published by the Direct Marketing Association (DMA), The Email Tracking Study surveyed over 1,000 UK consumers to monitor their perceptions, experiences and responses to email marketing, and found the number of people signed up to receive emails from brand they like and trust remains stable at 90%.
As well as this, consumer approval of email marketing has reportedly remained unchanged in the past 12 months, with one in four people (28%) saying that more than half of the emails they receive are of relevance to them and 50% still finding at least one in three emails ‘relevant or interesting’.
According to the report, the impact of new technologies appears to be having little effect on the behaviour of consumers in response to email. Desktop remains the primary device for reading emails for 75% of consumers, with 57% saying they also access emails on smartphone. However, most mobile users (68%) would wait until they’re on laptop to buy a product they saw in an email on their phone. Just 7% say they would actually buy straight away using their phone.
Commenting on the findings of the DMA/fast.MAP 2013 Email tracker study, Dela Quist – CEO of Alchemy Worx, the report’s sponsor – said: “While marketers put a lot of effort into keeping up with advances in email technology – accessing email via mobile devices, changes to the inbox such as Gmail tabs and so on – email usage and purchasing habits are still broadly the same.
“What motivates people to interact with brands via email hasn’t changed. If they trust a brand and it consistently gives them value, they will find your content or make that purchase using the device that’s most convenient. That’s why, as the report confirms, email continues to be one of the most powerful levers driving online revenue.”
James Bunting, chair of the DMA’s Email Marketing Council Benchmarking Hub and managing director at Communicator, observed: “This year’s report shows us that marketers are continuing to do a good job of making their emails valuable. But what’s interesting is that it also points to changing trends that marketers need to react to. For example, there’s a move towards consumers actually reading email on mobile devices. The challenge for marketers is going to be to facilitate the next natural step: interaction with emails and purchasing.”
[…] In order to create a email campaign that successfully draws the attention of readers, a new report is urging marketers to invest more resources in the production of relevant and interesting content rather than focusing on new devices and advances… […]