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BizReport : Email Marketing : August 16, 2016

Consumers expect more relevant and timely brand emails

New research from Mailjet suggests brands need to focus on timeliness and relevancy if they are to ingratiate themselves with email recipients.

by Helen Leggatt

Email continues to be an effective brand awareness tool among 61% of consumers, according to Mailjet's research, more so than television ads, social media advertising and direct mail. However, nearly two-thirds (65%) of consumers in the UK are "not content" with the relevance or frequency of marketing emails.

Among 44% of the 1,000 UK consumers surveyed, better personalization was cited as the biggest priority for branded email improvement. Among the under 30s, timeliness (34%) and regularity (28%) were the chief concerns. Brands should focus on real-time updates, say the report, with more than a third (37%) checking personal email during the working day for product delivery updates and product offers.

"It's important to note we are now at the point at which consumers have stopped looking out for brand communications and instead have come to expect timely, personalized interactions as the bare minimum throughout the purchase journey," said Mailjet's UK marketing manager, Josie Scotchmer.

Mailjet's survey also suggests that brands need to take into consideration the difference in behaviors between generations. Consumers under 30 have higher expectations of brands when it comes to real-time mobile communication. However, the over-60s are less influenced by real-time communication, but are equally influenced by personalization and design.

Furthermore, Mailjet's findings suggest that marketers should focus mobile social efforts on younger audiences as only 5.5% of those over 60 said they are engaged with a brand via Facebook, Twitter, or Instagram compared to 79.7% of 16-29 year-olds who said they take most notice of brand communications and offers presented via social channels.

Tags: email marketing, marketing, real-time, social media, trends

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