Today we talk about the research “Email Addiction Report” compiled by Email Monday, an independent blog edited by the expert Jordie van Rijn who, in this case, has examined – in collaboration with zettasphere – the answers 417 consumers gave. It is mainly about North American consumers sampled at random and representing all demographics. We think it is a very good chance to understand the trends in e-mail marketing.
The research focused on how users – the ones who determine the performance of our campaigns – approach e-mail as a tool and what they think about e-mail marketing, a question that all of us who send newsletter campaigns have been faced at least once in our lives, right? Answers to this question can help us better understand both user behavior and their needs.
Mainly, the research by van Rijn answers to questions like these:
- What reasons make people want to subscribe to our newsletter?
- How do our readers feel about no-reply addresses?
- What is the desired frequency for us to send our newsletters?
- Is it easy to read e-mails on mobile devices?
- What do subscribers expect after being signed up for our newsletter?
- What is the favorite channel to get discounts and promotions?
The Findings From The Report
The crucial premise to better understand this research is the same we all from Kloudymail have been claiming for years: to know how our readers interact with our communications and the way they feel about them, is the key to set up successful e-mail marketing campaigns.
1. People Check Their E-Mail Anytime, Anywhere
In the bath tube, on holidays, at the pub… Wherever they are, more than one-third of the interviewed people check their e-mail boxes. 77%, in particular, turn to e-mail when they are bored. 70% (take into consideration that the interviewed had the chance to select more options) check their e-mails when they are in bed or when they wake up.
2. “My Readers Don’t Interact With My Newsletters”… Maybe They’re Just Waiting For The Right Moment!
Why people subscribe to our newsletter, but then they seem to ignore anything we send them, even without unsubscribe from our lists? Good question… The majority states it’s not about the brand at all. 37% is just waiting for the right offer to start to buy again, and 24% is just expecting to buy from our brands again.
3. E-Mail Marketing Innovation: What People Want
What are the most disruptive e-mail marketing trends that our subscribers like too? 38% would like to receive e-mails including the product ratings, and 35% feel more engaged when receiving offers based on past purchases. In other words, customers are looking for quality and relevance to help the decision to click.
4. How Often Do People Check Their E-Mails?
There are some pretty meaningful data: 28% is strongly addicted to checking their e-mails, and 65% check their inbox more than three times a day. These data confirm how e-mail marketing is still a strong channel in order to reach out our audience: as we already said, what is important is to know our customers very well in order to reach and involve them at our best.
By analyzing these data, we can say that there are high chances that an e-mail is promptly seen or read. When it comes to e-mail marketing, this fact is very interesting because it means that sending a newsletter just before closing down sales or the beginning of a webinar could be a very good idea. So, time counts in e-mail marketing, but this is not always true. It’s true that we are not so interested in the time our subscribers read our mail, but the time they act. Let’s make an example: it is more likely that people read the news in the morning and prefer to buy online in the late afternoon or in the evening, after work.
5. Reader’s Attention: How To Catch It!
Free shipping or a 5 dollars discount seem to be very persuasive: more than 2/3 think so and say they are encouraged to give their personal data in exchange for one of these bonuses. The research also shows that competitions or Prize Draws are still interesting to 31% of consumers.
People like a 5 dollar coupon more than a 10% discount. This is very interesting for deciding the gift to give to our newbies.
6. The Reasons For Not To Open Our Newsletters!
What are the main reasons for our subscribers not to open our newsletters? Almost 60% says that they don’t read a brand newsletter because they are not available or they don’t want to buy in a specific time. 44% explain they ignore the newsletter when they are particularly busy at work or something. But there is a reason strongly depending on us: the subject of the newsletter. When the recipient doesn’t like it enough, he won’t open our e-mail. In the same way, our subscribers don’t open the e-mails when our former newsletters were uninteresting or when they had a bad experience with our brand.
7. “Don’t Reply To This E-Mail”. How Does The Readers Feel About It?
73% of subscribers indicate that a brand indicating “don’t reply” doesn’t matter to them and 5% isn’t even aware that such practice exists. This doesn’t mean that our readers don’t want to answer our e-mails, but 22% of them prefer a different channel like a contact form or a chat. Generally speaking, we should find the best way for us to make our readers to feel involved: the more we encourage them to write to us, the more we will get their feedback.
8. Reading Newsletter On Mobile Devices
16% indicate that the frequency of trouble with reading is limited to once or twice a month and 54% can’t even remember when last having trouble reading email on a mobile device. Just 9% say to have trouble frequently. A part of our subscribers might have trouble with reading our e-mails on mobile devices, so we should make sure our e-mails to be as accessible as possible. Meaning: we have to keep focusing on mobile e-mail optimization.
9. Which Channels The Readers Prefer To Get Brand Newsletters
Email is the number one channel to receive brand news. It means that e-mail marketing stands above all other channels with 83%. Facebook is accepted as well, with 38% and the same goes for tv, with 23%. Remarkable is the top three all being direct media which can have a one-to-one character.