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.
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.
The Adobe study found that people are:
The key for businesses, is to come up with the right messages and relevant content to turn these hungry viewers into customers.
Most people check their emails before they start work:
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.
Considering the stats above, it's hardly surprising that customers prefer to access their emails on phones.
When creating emails for a mobile audience (something every business needs to do):
The main reasons subscribers stay or go related to relevance and frequency of emails. They're biggest gripes were:
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.
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:
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.
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