Written by Scott Solomon, Content Marketing Manager at eZ Systems

A recently release survey by TechnologyAdvice Research has revealed some interesting insights about what your customers want from their marketing emails. The survey, conducted between March 2-4, gathered answers from 1,358 adults (18 years and older) about their general email consumption. An additional 472 individuals, who sometimes or regularly read read emails from businesses were surveyed about their preferences.

Here are a few of the studies key findings:

  • Nearly half of US adults receive irrelevant business emails on a daily basis
  • 43 percent of respondents want businesses to email them less frequently, while 48 percent want email content to improve
  • Nearly 25 percent of respondents report wanting more informative content and just over 20 percent report wanting more personalized offers
  • 60 percent of respondents report reading business emails, though only 16 percent of those readers do so regularly
  • Promotions and discounts are top reasons that women read business emails, while getting news and updates is the most popular reason for men
  • In total, 39 percent of those that did consume business emails read them when they received notifications about promotions or discounts, while 26 percent cited getting news or updates as their main reason for reading
  • More than 55 percent of subscribers said they read just 0 to 25 percent of business emails
  • 49 percent of respondents report they receive irrelevant business emails every day

To me, these results reveal a few things: One, consumers are hard to please, and two, marketing automation is hard to get right.

One thing that is very clear is that consumers do not want to have their inboxes overflowing with news about your company. They want fewer emails that provide real value, whether it is through promotions, deals, quality content or news. In the survey, it is revealed that the number one reason subscribers flag the email as spam.

Another reality is that if you are sending content that doesn’t pertain to them, consumers are quick to hit the spam trigger. The survey reveals more than 31 percent flag emails as spam for this reason.

So, what is the right balance of emails? And how do you provide value with your emails?

Let us know in the comments below.

Image by TechnologyAdvice

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