BlueHornet:2015 Consumer Views Of Email Marketing (PDF)

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BlueHornet:2015 Consumer Views Of Email Marketing.pdf

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EXECUTIVE SUMMARY
BlueHornet recently surveyed over 1,800 consumers across the United States to gather insights into how email recipients interact with and perceive marketing emails. This is the fourth consecutive year we’ve published this report and we’re proud of this latest evolution:
• Our panel size has increased 63% since 2012.
• We’ve broadened the survey to better understand the interplay between email, mobile, and social.
• We’ve included additional industry experts on our data analysis team.

So, what did we discover? Well, for starters, email is not only still alive, it’s kicking. Hard. Consumers readily acknowledge the impact that email marketing has on their purchasing behavior. With the proliferation of mobile devices they are more connected than ever – with more than a third now checking email continuously throughout the day. And our target audiences are savvier than ever… they know what they want, and their expectations are personal.

According to our data, consumers now expect us to understand who they are, and what they do and don’t want. They expect us to give them control of how frequently we email them. They expect a seamless experience across, and informed by, all channels.

As in previous years, there were areas where our respondents surprised us. Although mobile usage continues to explode, the majority of people we surveyed still consider their larger-screened laptop or desktop their primary device for reviewing email. Consumers are a bit more forgiving of mobile rendering issues than they were in past surveys (at least they don’t delete things quite as quickly). But 42% will delete that badly formatted message – which means that we don’t get to slack off. Mobile conversion is still a pretty signifi cant hurdle.

Although some things change and some stay the same, as marketers we need to be prepared for whatever is coming next. We hope the following information provides you with meaningful insights and recommendations to keep you on top – if not ahead – of the game.

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