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2018 Consumer Email Report - what SMEs can learn and use

Published: 3 October 2018
2018 Consumer Email Report - what SMEs can learn and use

Despite everyone being inundated with spam, overloaded inboxes and diminishing patience, email is still one of the cheapest and most effective marketing tools available.

But don't take our word for it. The fourth annual Adobe Consumer Email Report has been released and the verdict is in

We still love emails, but we want to see other marketing channels too.

Here are some of the highlights for your email marketing pleasure.

Changing trends online

People want to be able to communicate with each other through technology, including instant messenger, email, social networks, video conferencing, file sharing service and phone.

This brings in several opportunities for the SMEs to reach out to the customers through a medium of their choice.

There's also a growing desire to receive tangible messages in the form of personalised cards.

More time for emails

The Adobe study found that people are:

  • spending more time checking e-mails
  • looking at more work emails watching movies, walking, commuting and yes, in the bathroom
  • spending 2.5 hours a day with personal emails (up from 2.1 in 2017)

The key for businesses, is to come up with the right messages and relevant content to turn these hungry viewers into customers.

AM is viewing peak hour

Most people check their emails before they start work:

  • Some people check in bed
  • 44% said they checked mails while getting ready for work, having coffee or eating breakfast  
  • Plenty do it on their commute

This makes it worth doing tests to see which time is the best for getting your emails opened e.g before they wake up, or while they're eating.

Phones are favourite

Considering the stats above, it's hardly surprising that customers prefer to access their emails on phones.

  • Respondents said they checked mail on mobiles 85% of the time
  • 16% said having better email viewing experiences on mobile was very important.

When creating emails for a mobile audience (something every business needs to do):

  • Ensure your email reformats properly for email
  • Don't make people scroll too much to read (20% respondents said it annoys them)
  • Use pictures and images that load easily
  • Say it in pictures wherever you can, or keep words to the minimum
  • Use fonts that are easy to read

Why people unsubscribe

The main reasons subscribers stay or go related to relevance and frequency of emails. They're biggest gripes were:

  • receiving a barrage of emails (45% think it is most annoying)
  • too promotional (39%)
  • not recommending products that match their interests (33%)
  • ending offers that have already expired (22%).
  • misspelling their names (17%).

Asking questions in your emails about the content, and offering people the opportunity to receive less frequent emails, can help you better understand their needs.

It also says you care.

What people want most from marketing emails

  • 27% said they prefer receiving personalised emails that cater to their interests
  • 39% wanted more information/education content and less promotional
  • 12% want to be able to buy without leaving the email

People like personalised emails (to an extent)

Just as personalised direct mail dramatically boosts conversions, personalised email captures and holds attention and encourages conversions.

However, it's important to make the receiver comfortable and not like they are being watched by Big Brother:

  • Use the right name
  • Offer products and services that match their interests
  • Don't include too much personal information.

As with every other marketing channel, customers want and expect emails that are relevant, beneficial and easy to understand whether they interact with them while sitting at their desk, or on theanyway, you get the picture.

If you have a campaign coming up and need some help creating an email that gets clicks and conversions, talk to the experts at your local Snap Centre.

Author:Snap Franchising Ltd
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