What Consumers Really Think About Your Email Program
Email marketing has been alive and well for more than a decade. At this point, there's plenty of data available that documents how customers engage with email programs as well as what marketers are doing to improve that engagement. This information is highly valuable, making it easier to establish email program benchmarks and develop optimization strategies based on how consumers behave. But there's less access to information that provides insight into what consumers say about marketing emails. When you come right out and ask them, what do consumers really think about your email program?
For the second year running, my company, an enterprise email service provider (ESP), worked with a third-party research group to survey 1,000 consumers from metropolitan regions across the U.S. to gather feedback about the state of email marketing. Additionally, we spent several hours conducting our own "man on the street" interviews to understand how people interact with and react to the email marketing messages they receive. Here's what we learned:
Consumers engage everywhere with email
In the digital marketing space, there's more talk than ever about developing a "mobile first" strategy. The data we've collected supports this approach:
- Almost 85 percent of respondents own a mobile device that's enabled to receive email, up from 77 percent 12 months ago.
- Although they still primarily read emails on a laptop or desktop computer, this year 36 percent of respondents said they most often read their email on a smartphone (7 percent cited tablets).
- A majority of respondents (75 percent) say they sometimes or always use their mobile device to sort through emails before reading them on a desktop.
Consumers are comfortable signing up for email programs in many different places and ways. The table below shows the five most popular methods used to subscribe to an email program.