Marketers still need to make the most of email: report

Email is still the preferred way to receive marketing offers, according to research by Adobe. Nearly two thirds (63 per cent) of consumers prefer to be contacted in this way, putting it ahead of direct mail (20per cent), social media channels (6 per cent), the brand’s mobile app (5 per cent), text message (4 per cent) and phone (2 per cent).

While this shows consumers are receptive to email marketing, the majority of offers sent by brands remained unopened.  On average, consumers are only interested enough to open around a quarter of the email offers they receive – 24 per cent for those received via work email and 26 per cent for those received via personal email.

Yet email is here to stay: in fact Adobe’s latest research shows over half (51 per cent) of UK office workers expect email usage to increase over the next two years. Mobile devices are encouraging the majority of us to obsessively check our inbox around the clock, and a mas­sive 81 per cent of us check email outside of working hours. A third (31 per cent) of people even admit to checking their messages while still in bed in the morning – a figure which jumps to 50 per cent for those aged 18–24.

Those checking email on their smartphone are most likely to be turned off by:

  • having to scroll too much to read an entire email (28 per cent),
  • the layout not being optimised for mobile (21 per cent),
  • and having to wait for images to load (21 per cent).

With respondents regularly checking email on desktops/ laptops (80 per cent), smartphones (78 per cent) and tablets (42 per cent), marketers should make sure content is optimised for any platform and can be read on any device.

More generally, people want to see:

  • fewer emails (35 per cent)
  • less repetition of the same messages (34 per cent),
  • more personalisation according to their needs and location (13 per cent),
  • buy buttons to make a purchase (6 per cent)
  • and more video (3 per cent).

Two thirds (67 per cent) of people also said they would be more likely to open a marketing email if the subject line made it clear there was an offer or voucher. Women (72 per cent) are more likely to be swayed by this than men (61 per cent), but 18-34 year olds are the savviest customers with three quarters (7 5per cent) likely to be influenced by mentions of vouchers or offers in the subject.

“Email continues to be one of the most powerful marketing channels,” said John Watton, EMEA Marketing Director at Adobe. “And while email marketers have a devoted audience, they need to keep it relevant to succeed. The days of blast-style emails are over and brands need to focus on getting their messages to the right person, with the right content, at the right place and at just the right moment. The best way to keep consumers engaged is through more dynamic and real-time personalised content with contextually relevant offers and promotions.”

Source: Adobe