26/12/2017
Email marketing is often not as glamorous as other channels, but it remains an excellent source of revenue for organizations that have learned to use data intelligence to supercharge their communications. The number of emails received by consumers in 2016 was 61% higher than the volume received in 2015. Armed with this data and willing to understand how this channel is being used by brands and their customers, Adobe conducted a survey to examine the universe of email marketing in the market.
One of the highlights of the survey is the high average conversion rate through email marketing: 69%. According to the information collected, for every dollar invested in email marketing, the ROI is US$ 38. Another number that also catches the attention of brands is that 58% of Americans say they prefer to receive information about products and services in the e-mail. mail than any other channel. In addition, consumers spend an average of 6.3 hours reading emails on weekdays. “Used intelligently, with relevant content and backed up by data, email marketing delivers good results. It is an efficient channel, which transmits the message through different formats without being invasive to the consumer”, explains Luciana Castro, Head of Analytics and Cross-Channel Marketing Solutions at Adobe.
However, Adobe's investigation shows that there are still challenges in using this communication channel. Today, only 14% of emails are actually read. Already demonstrating that quantity is not quality, 40% of North Americans say they would like to receive fewer emails and 32% want to see less repetitive emails. “The tool presents itself as one of the main channels of communication and conversion in marketing, but it only brings positive results if used in a way that conveys a good experience to the consumer. Brands should focus on sending a personalized message, with the right timing and that interests the customer”, says Luciana. “The use of artificial intelligence and machine learning brings innovations such as predicting the best image to generate conversion, as well as changing the frequency of emails based on the analysis of consumer interactions”, he adds.
According to the expert, combining email with other activation channels, such as the website experience and media purchase, enhances the channel's conversion possibilities. “Email is just one of multiple consumer touchpoints along the journey. It is up to brands to understand their audience and explore the possibilities available to them, even in a complementary way to email”.
Luciana Castro also reinforces the importance of combining email marketing actions with Big Data analysis technologies, as well as solutions that manage this data for the delivery of relevant content to different consumer profiles. “In the digital world, the use of technology to make the best use of the digital footprints left by customers during the purchase journey is essential. With knowledge about the customer's consumption habits applied in a campaign, a much more assertive audience segmentation is created to personalize the experience. With relevant content, the chances of the email marketing being read considerably increase and, consequently, the possibility of conversion”, concludes Luciana.
Less promotions, more information
Adobe has just completed the 2017 Email Consumption Report, conducted in partnership with Advanis. For the survey, more than 1,000 US executives were consulted and – according to 40% of respondents – brand email communications should shift towards delivering informative content, reducing promotional messages. The second most raised aspect when it comes to the change in email marketing concerns the personalization of communication: 27% of consumers want content that is more aligned with their interests.
The 2017 Email Consumption Report also addresses behavioral data regarding the opening of this type of communication, preferred devices for reading, differences in the use between personal and corporate email and innovations that have been incorporated into this technology throughout of years. For more details of the survey, the report can be downloaded here.
Check out all the data about email marketing below in the Adobe infographic:
One of the highlights of the survey is the high average conversion rate through email marketing: 69%. According to the information collected, for every dollar invested in email marketing, the ROI is US$ 38. Another number that also catches the attention of brands is that 58% of Americans say they prefer to receive information about products and services in the e-mail. mail than any other channel. In addition, consumers spend an average of 6.3 hours reading emails on weekdays. “Used intelligently, with relevant content and backed up by data, email marketing delivers good results. It is an efficient channel, which transmits the message through different formats without being invasive to the consumer”, explains Luciana Castro, Head of Analytics and Cross-Channel Marketing Solutions at Adobe.
However, Adobe's investigation shows that there are still challenges in using this communication channel. Today, only 14% of emails are actually read. Already demonstrating that quantity is not quality, 40% of North Americans say they would like to receive fewer emails and 32% want to see less repetitive emails. “The tool presents itself as one of the main channels of communication and conversion in marketing, but it only brings positive results if used in a way that conveys a good experience to the consumer. Brands should focus on sending a personalized message, with the right timing and that interests the customer”, says Luciana. “The use of artificial intelligence and machine learning brings innovations such as predicting the best image to generate conversion, as well as changing the frequency of emails based on the analysis of consumer interactions”, he adds.
According to the expert, combining email with other activation channels, such as the website experience and media purchase, enhances the channel's conversion possibilities. “Email is just one of multiple consumer touchpoints along the journey. It is up to brands to understand their audience and explore the possibilities available to them, even in a complementary way to email”.
Luciana Castro also reinforces the importance of combining email marketing actions with Big Data analysis technologies, as well as solutions that manage this data for the delivery of relevant content to different consumer profiles. “In the digital world, the use of technology to make the best use of the digital footprints left by customers during the purchase journey is essential. With knowledge about the customer's consumption habits applied in a campaign, a much more assertive audience segmentation is created to personalize the experience. With relevant content, the chances of the email marketing being read considerably increase and, consequently, the possibility of conversion”, concludes Luciana.
Less promotions, more information
Adobe has just completed the 2017 Email Consumption Report, conducted in partnership with Advanis. For the survey, more than 1,000 US executives were consulted and – according to 40% of respondents – brand email communications should shift towards delivering informative content, reducing promotional messages. The second most raised aspect when it comes to the change in email marketing concerns the personalization of communication: 27% of consumers want content that is more aligned with their interests.
The 2017 Email Consumption Report also addresses behavioral data regarding the opening of this type of communication, preferred devices for reading, differences in the use between personal and corporate email and innovations that have been incorporated into this technology throughout of years. For more details of the survey, the report can be downloaded here.
Check out all the data about email marketing below in the Adobe infographic:
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