Even though consumers are more responsive to email marketing than ever--according to multiple studies--there are some ways in which the Covid-19 crisis has accelerated trends that were already in place. One of the key trends that has only become more pronounced in the past few months is consumer distaste for “clutter” in the inbox; that is to say, for batch-and-blast type emails that lack personalization and context. Site Impact has always been in favor of personalization, but the data increasingly points to that tactic becoming a necessity rather than a bonus.
A study conducted by SmarterHQ tracked consumer sentiment regarding marketing emails, and found that while 72% of those surveyed preferred email to other communication channels, they greatly prefer them to be customized or personalized based on data. Those who receive personalized offers are 78% more likely to be repeat customers; meanwhile a study by Formation found that 81% of consumers were happy to share personal information in return for more personalized marketing content. The more consistent the value-added content is, the more likely a consumer is to be loyal to a given brand.
Even though email is the preferred marketing channel for the majority of consumers across multiple studies, there is an exception: blast emails are becoming less and less popular, especially in a time when consumers are looking to email to get updates and real-time information about the world around them. Of course, it isn’t a substitute for news itself, but a majority of consumers are spending more time working from home, or are otherwise more attentive to their inboxes than ever before--and blast emails don’t add value to their day when they’re looking for information and updates. Multiple studies have shown that customers are increasingly viewing blast-type emails in a negative light, which is bad news for any brand that hasn’t already gotten onboard with data-driven personalization.
Consumers are hungry for email marketing--but they are definitely not interested in bland, broad offers that don’t take into account the specific concerns they’re dealing with. Personalization has been a growing trend in email for years, but the pandemic has accelerated the trend as consumers focus more intensely on their inboxes and look for consistent value from the brands they patronize. Contact Site Impact to learn how we can help you step up your personalization game.