Sometimes, being less aggressive could turn more effective.
As many people know, Email isn’t the newest marketing communication channel—yet 72% of US consumers say that email marketing is the number one way they’d prefer to receive permission-based promotions from businesses.
That is partly because of consumers' psychological behaviors.
In general, consumers prefer email marketing because they are in control and they trust brands to respect their preferences.
And they’re in control of email because marketers have rightfully given them that control, allowing customers to manage preferences and unsubscribes.
Consumers get special offers that they actually want—more so than other channels—and trust that these messages are from the brand.
The industry has become so trustworthy and spam is declining because internet service providers have put smarter algorithms in place to block spam and unwanted emails. The bottom line is consumers trust the inbox because marketers respect their permission.
There aren’t many other media that allow consumers to manage communication with brands like that.
Also, Email marketing lets brands communicate to consumers as individuals with real-time offers they want to receive. The leading marketers are sending content that’s unique to a consumer based on how they’ve interacted online and offline, where all captured data is leveraged to deliver the right message in real time.
Separately, Email marketing appeals to marketers as well because it’s highly measurable One can clearly quantify the return on investment for email; that’s not always the case in other marketing channels. Plus, ROI for email marketing happens to be the highest of all marketing channels, and consumers actually convert. In B2C email scenarios, consumers click on an email link, go to your website or app, and buy something—so it drives revenue. High ROI and measurability mean a marketer can take those numbers to a CEO and show the bottom-line impact.
As many people know, Email isn’t the newest marketing communication channel—yet 72% of US consumers say that email marketing is the number one way they’d prefer to receive permission-based promotions from businesses.
That is partly because of consumers' psychological behaviors.
In general, consumers prefer email marketing because they are in control and they trust brands to respect their preferences.
And they’re in control of email because marketers have rightfully given them that control, allowing customers to manage preferences and unsubscribes.
Consumers get special offers that they actually want—more so than other channels—and trust that these messages are from the brand.
The industry has become so trustworthy and spam is declining because internet service providers have put smarter algorithms in place to block spam and unwanted emails. The bottom line is consumers trust the inbox because marketers respect their permission.
There aren’t many other media that allow consumers to manage communication with brands like that.
Also, Email marketing lets brands communicate to consumers as individuals with real-time offers they want to receive. The leading marketers are sending content that’s unique to a consumer based on how they’ve interacted online and offline, where all captured data is leveraged to deliver the right message in real time.
Separately, Email marketing appeals to marketers as well because it’s highly measurable One can clearly quantify the return on investment for email; that’s not always the case in other marketing channels. Plus, ROI for email marketing happens to be the highest of all marketing channels, and consumers actually convert. In B2C email scenarios, consumers click on an email link, go to your website or app, and buy something—so it drives revenue. High ROI and measurability mean a marketer can take those numbers to a CEO and show the bottom-line impact.
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