Email Marketing: What Do Your Customers Really Want?

Like it or hate it – email continues to reign as one of the most effective tools to engage with consumers in a personalized way. A research conducted by campaign monitor reveals the key insights that can help increase your ROI. Here's a summary:

Consumers Still Prefer Brands to Communicate via Email

Key finding: There is no doubt, consumers still love email. More than half (52.7%) of those surveyed in the U.S. check their personal email account more than 10 times a day, and it is by far their favorite way to receive communication from brands  (compared to direct mail, mobile apps, social media, push notifications, and mobile wallet).

PREFERENCE OF COMMUNICATIONS FROM RETAIL BRANDS

Marketers are Delivering on Personalization

Key finding: 76% of consumers agree that retail brands are sending relevant, accurate emails which reflect their shopping preferences, location or purchase history. Companies across all industries are delivering on the promise of personalized emails. Overall, consumers overwhelmingly prefer to receive personalized emails across verticals.

AGREEMENT THAT BRANDS ARE SENDING RELEVANT EMAILS ACROSS INDUSTRIES

Along With Personalized Subject Lines, Discounts Drive the Most Opens!

Key finding: Across verticals, the top reasons consumers will open an email from a brand are personalization and discounts. Consumers are just slightly more inclined to open an email offering a discount (72%) than one with a personalized subject line (62%).

CONSUMER PREFERENCE BY EMAIL ATTRIBUTE ACROSS INDUSTRIES

Millennials Lead the Way in Making Purchasing Decisions Based on Email

Key finding: Preferences based on personalization and type of content received from brands did not vary widely among age groups. However, when it comes to taking action based on an email, millennials are far more likely to do so. 58% of millennials “always” or “most of the time” donated to a nonprofit while just 18% of respondents 55+ did the same.

PROPENSITY TO TAKE ACTION BY AGE GROUP ACROSS INDUSTRIES

The bottom line? Marketers must know their audience to run a successful campaign. Consumers prefer when brands personalize their email marketing campaigns, across age groups and verticals, and are seeking more of it. Brands must continue to personalize email campaigns to drive even more success and engagement, particularly with millennials. This trend will continue over time, as email continues to reign as one of the most effective tools to engage with consumers!

Link: https://www.campaignmonitor.com/resources/guides/insights-research-report/

MLB.com's Segmentation Shows Baseball's Wide Appeal

Web technology enables web publishers to change, or segment, their message for different users. This capability increases Return on Investment by making the experience better by appealing to the individual user's needs and delighting the customer.

MLB.com includes links that appeal to different user experiences, or journeys:

International - Japanese, Spanish, Chinese and Korean language links

Low Bandwith - Easy to navigate page

Commerce - Ads for Father's Day presents

Statistics - Scores and information about current and past games, players and teams

Video - Highlights and live games

Commerce - Tickets, directions and weather reports

Audio - Highlights and live games

Each of these links represents a different, if possibly overlapping, agenda for each fan. Some will be going to games and need to buy tickets; others will just be looking at the latest scores and there will also be visits from people who aren't into baseball at all but are just buying a present for someone who is.

MLB.com's landing page seems to conveniently address every possible value proposition for fans. The site also makes baseball widely accessible through multiple language and low-bandwith versions as well as extensive audio and video offerings.

By making its site easily consumable by all levels of fans in most every location, MLB.com is getting the most out of its audience, by helping local, international, the casual and the ardent and perhaps even a few fans with disabilities who need a less complicated screen as on the low-bandwith version.