74% of consumers prefer contact via email

Data Insights 19 June 2014

Emailing your customers could unlock huge sales potential for your business.

Email has been around even longer than the world wide web and with the advent of social media and content marketing, it can be easy for businesses to overlook it as a channel for engaging with their audience.

However, 61 per cent of marketeers have identified email as either important or extremely important to their efforts and as such are improving the resources they commit to communicating in this way.

This is just one of the key statistics highlighted in an infographic from Monetate, which also shows only 41 per cent of firms are personalising the emails they send to customers.

With 91 per cent of consumers checking their emails every single day, there is clear opportunity for retailers to boost conversions and sales.

Just under three-quarters (74 per cent) of customers prefer to receive commercial communications via email rather than methods such as social media, telephone, direct mailing or text message.

In addition, two-thirds (66 per cent) said they have completed an online purchase as a direct result of a marketing email.

As the infographic indicates, the key to a successful email strategy is ensuring the customer opens the message. The research shows 42.7 per cent of consumers will open a message if it references a product they have recently viewed, while 33 per cent consider the subject line alone when deciding whether to open or not.

Monetate has produced five rules marketers should follow when devising an email strategy, and one of the main points is to make sure you have permission to message the consumer – 75 per cent insist a purchase alone does not warrant a marketing email.

The messages also have to look the part, with four-fifths likely to immediately delete an email that does not display well on a mobile device, while 30 per cent will unsubscribe if this is the case.

If the emails are too frequent or poorly personalised, this will also encourage consumers to unsubscribe, while 80 per cent want greater value, with many having only opted-in to receive a discount in the first place.


Understanding Email: An infographic by Paymentsense, Europe’s largest card machine provider.

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