The latest statistics and information from several reports recently published by Campaign Monitor (2017 Consumer Email Habits Report: What Do Your Customers Really Want?) and Cheetah Digital (Quarterly email benchmark reports Q1 & Q2), show that email continues to dominate.
In summary, more email is being sent than ever before across a variety of industries, and it is still by far the preferred way to receive updates from brands. People continue to check their email obsessively and agree that content is more and more relevant to them. Personalization and discounts are big motivating factors to open an email, while Millennials take the most action.
Email is still #1, and businesses are sending more of it
In general, companies are sending more email across a variety of industries, as email volume is up by 14.7% in Q1-Q2 2017 compared to the same period in 2016. It comes as no surprise as the latest reports show that email is the preferred way to receive updates from brands (compared to direct mail, mobile apps, social media, push notifications, and mobile wallet) across all primary industries. Additionally, email is not just preferred by a small percentage over other mediums; it’s more than double in popularity. And believe it or not, more than 50% of consumers check their email account more than 10 times a day.
So if you’re thinking of slowing down or stopping your email marketing altogether because of CASL, think again.
Content is becoming more and more relevant
76% of consumers agree that retail brands are sending relevant, accurate emails which reflect their shopping preferences, location or purchase history. It’s safe to say that CASL has helped businesses become more relevant. Long gone are the days of mass sendouts. If you’re not relevant, your consumers will either unsubscribe or signal your communications as spam.
Businesses are being rewarded by consumers
As companies improve the relevancy of the content they send out, consumers are rewarding them with increases in open and transaction rates. This includes business products, consumer products, specialty products, home brands, publishers, while department stores and luxury brands saw the biggest gains in year-over-year revenue per email.
With all the data we can collect, and with all the tools that exist nowadays, there’s no excuse not to create relevant campaigns. And, with personalisation, it’s an easy way to start.
Personalisation is key
Overall, consumers overwhelmingly prefer to receive personalised emails across verticals. And this is especially true with Millenials: when looking at email personalisation preferences among Millennials versus baby boomers, Millennials prefer it by a wide margin.
Discounts drive subscriptions and opens
Personalization and discounts continue to remain the top reasons consumers will open an email from a brand. Similarly, discounts – ranks as one of the top reasons for subscribing to an email newsletter.
Millenials most inclined to take action on emails
There’s much talk about reaching out to Millennials on social mediums, but the data shows that this group is far more likely to take action on a relevant email than all other forms of customer communication. It is by far the most engaging method of communication amongst this group. And Millenials are more engaged with email, than all other generations.
The bottom line? Marketers can no longer hide their head in the sand and ignore today’s state of email marketing. Getting a compliance program in place, cleaning up one’s data and procedures are a must to be successful in the marketing arena.