Consumers Want Brand Emails: Over 60 percent of consumers want to receive email offers from brands they like! Make sure you are reaching those customers with an effective email campaign.
Are consumers completely over email marketing? Only certain types of it.
New research from Adobe found that while consumers are definitely sick of hard-sell messages that aren’t informative enough or are just irrelevant, they’d still rather get email offers from brands over direct mail, mobile apps, or even social media.
Of the 1,007 people Adobe surveyed, 61 percent cited email as their preferred way to receive offers from brands, a 24-percent increase over last year. However, 40 percent of those surveyed said they wanted those emails to be less promotional and more informative, or better yet, tailored toward their interests.
Here are some key takeaways from the study to integrate into your own email marketing program:
Personalize your brand email.
Consumers have little patience for irrelevant email. Thirty-four percent of respondents in the study reported frustrations when brands recommended items that did not match their interests.
So make sure you’re segmenting your brand email lists, so you can send tailored messages about offers to certain subsets of customers. Trigger campaigns can also be effective, recommending products or offers to customers based on their behavior on your website.
Send valuable content.
It’s not just offers that consumers want via emails, it’s informative content. Leverage your expertise to send them (you can link to blog posts) about relevant topics in your industry. If you’re stuck on what to write about, look to the seasons — you can always use a change in the weather or a holiday as a hook.
Read More | Consumers Want Email from Brands — Here’s How to Do It Well | squareup.com | https://squ.re/2GmetEC