Who Does Email Really WELL . . . and What Do They Have in COMMON?
The DMA (UK) has just launched its 2019 Consumer Email Tracker report. This is a “must read” for every email marketer. Over 2,000 consumers were asked 28 questions around the marketing emails they receive. Their responses contain some excellent observations on the state of email – as seen through recipients’ eyes: 59 percent prefer email communications over any other channel. 40 percent now sign-up in-store as part of getting an e-receipt. The average email subscriber has five addresses and gets 57 emails per week. Only 14 percent considered more than half the emails they receive to be ‘useful’ 33 percent still ‘often’ question how brands got their email address! Perhaps the best observation of all was in response to the question: “Which brands/shops/sites do you think do email well?” – eight of the top-10 are Return Path customers (“obviously” you may say!). In terms of what they do well, common themes included: relevant offer, keeps me informed, uses clear presentation, and emails are interesting. Which is…