How Consumers Feel about Marketing Emails

Insight on consumer email trends

There are many analysts and consultants who aren’t able to share all of the email marketing data that they have. Some of this information needs to remain in-house for competitive reasons. Fortunately, there are other times when consumer data can be shared with the online community… this is one of those times.

Below I’ve listed eight statistics from David Daniels at The Relevancy Group. These statistics come from a May 2012 survey of 400 customers, highlighting they ways consumers handle email correspondence from businesses.

Eight statistics on emailing to consumers

– 97 percent of consumers check personal email daily.

– 55 percent of consumers turn on images in the emails they receive.

– 57 percent of consumers check their primary email accounts on mobile devices.

– 16 percent of consumers add email marketers’ email addresses to their address book.

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– 72 percent of consumers have deleted email from email marketers that wasn’t relevant to them.

– 69 percent of consumers have deleted emails from marketers who send too much email.

– 66 percent of consumers have unsubscribed from email lists because the information wasn’t relevant to them.

– 34 percent of consumers have marked email as spam, even after purposely opting into the list.

What to do with this information

The above information dictates a few procedures that email marketers should consider.

First, ask your audience members to add you to their email address book. This will help your emails reach the inbox and you won’t be filtered out as spam.

Next, it’s important to optimize your content for mobile devices. Other studies we’ve discussed in the past show that email users are very apt to unsubscribe from and delete emails that don’t optimize well on their mobile devices. Keep mobile in mind while designing email templates.

Finally, pay attention to the relevancy of your content and the frequency with which you send. Base your content strategy on existing data, and if your list is shrinking rapidly, consider if you’re sending too many emails.


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