What Consumers Really Think About Your Email Program
Question: In the past year, which of the following means have you used to subscribe to an email program?
So not only are they reading emails while on the go, consumers are using mobile-specific channels (e.g., apps and SMS) to sign up for email programs. Since consumers are comfortable sharing their email addresses with companies online and offline, brands may gain more new subscribers when offering multiple email address acquisition channels.
Consumers won't cut you slack for ugly email
Incoming mobile emails that don't look good are deleted by 80 percent of respondents, and 30 percent say they'll unsubscribe. That's up considerably from last year, when 18 percent said they'd go so far as to unsubscribe.
Question: If you get a mobile email that doesn't look good, what actions do you take?
Additionally, for two years running, about 75 percent of respondents told us that regardless of the device they use to read their emails, a poorly designed message gives them a negative perception of the brand that sent it.
What's the takeaway for marketers? Mobile is no longer optional. Today, email programs must be developed to be viewed, managed and engaged on consumers’ mobile devices. Make sure that your user experience is optimized for mobile as well.
Consumers want discounts and much more
Surprise, surprise, the top reason consumers say they sign up for email programs is to secure discounts. However, responses from "man on the street" interviews indicated that in addition to discounts, consumers recognize many other types of value unique to email.
Taking a look at survey data and interview responses collectively, a common theme emerges: Regardless of whether emails are delivering discounts, convenience or personalization, consumers are asking, "What's in it for me?" to help judge the value of email. Marketers are wise to keep that same question in mind when developing their email programs.
Consumers hate too much email
This year, 30 percent of the consumers we surveyed told us that they get 10 or more email marketing messages in their personal email accounts each day. And in 2013, a correlation between volume and consumer engagement started emerging.