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BizReport : Email Marketing : August 14, 2015

BlueHornet survey reveals consumers' views of email marketing

Is time-of-day email testing a thing of the past? According to new research from BlueHornet, a third of U.S. consumers check email throughout the day, regardless of device.

by Helen Leggatt

In a study of 1,800 U.S. consumers, email marketing provider BlueHornet found that almost three-quarters of respondents did not have a separate email address for marketing and advertising emails. Therefore, any emails they receive are going to an actively-maintained email account

Furthermore, a third (34%), said they continuously monitor their email account during the day which means, says BlueHornet, that "time-of-day testing may be less of a priority for marketers than in the past".

However, due to the checking of email accounts on multiple devices, it is more important than ever that marketers optimize email campaigns for large and small screen sizes.

The survey also revealed that consumers now expect marketing emails to be personalized on their past purchases (75%) and interests (71%). Recent research from Listrak found that more than half (56%) of consumers expect retailers to use what information have gleaned from previous interactions to personalize marketing emails.

Emails are most certainly not a dying element of marketing communications. BlueHornet found that nearly all (98%) of respondents were influenced by a marketing email to make a purchase. However, consumers continue to be slow to embrace mobile purchasing with half of respondents more comfortable purchasing on a laptop or desktop.

"The survey results and insights make this our most interesting and compelling report to date," said Mike Biwer, vice president and general manager for BlueHornet. "We found that consumers are very digitally connected, checking their emails throughout the day and across devices, yet surprisingly a bit unwilling to purchase via mobile devices. The vast majority expect marketers to know and understand them, and personalize messages accordingly. And they fully acknowledge the strong influence that email marketing has on their purchasing decisions."

Image via Shutterstock

Tags: consumer behavior, email marketing, mobile

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