For the fourth consecutive year, BlueHornet surveyed consumers to discover how they interact and perceive marketing email – as digital marketing continues its nonstop evolution. (For a deeper dive, check out our 2015 Consumer Views of Email Marketing report.)
Our panel this year was a whopping 63% bigger, and our survey questions delved deeper into the interplay between email, mobile, and social. The results give us a lot to think about. As the digital network continues to mushroom across the retail ecosphere and mobile continues its meteoric rise, it’s exciting to learn that email is not only still alive, it’s still kicking. And hard. Of course that doesn’t mean we get to slack off. Our savvier-than-ever consumers describe the complex ways email marketing impacts purchase behavior, what different devices mean to them, and how we can meet their expectations … to ensure they help us meet ours.
Email: Sorting Through the Slog
It’s official: staying ahead of the game is more critical than ever, especially with 59% of our surveyed consumers telling us that marketing emails influence their purchase decisions. Of course, they’re also inundated by them. Clever marketers drop flash sales, send super-intuitive content, and provide meaningful choices across channels. Customers these days demand marketers understand their unique wants and needs. When we hit the mark, they’ll let us in. Miss it … and they’ll drop us like we’re hot.
Retain, Convert, Repeat
With more people more connected than ever before, our audience also now has proportionately higher expectations. They know that the emails they receive impact their purchase decisions (44% admit email campaigns remind them to shop and lead to more frequent purchases), and … they’re all for it. Assuming we do it right. Provide them offers and discounts they want (free shipping, anyone?) and they let us send more; fail to meet an individual’s expectations and you’ll be handed your digital walking papers.
Mobilize Your Mission
Rumor has it – this mobile thing is here to stay. Yet while consumers are more connected than ever to mobile devices, they’re a bit slow to embrace mobile shopping. With only 18.5% of surveyed consumers declaring they are likely to complete a purchase on a mobile phone or tablet, we have some work to do. Ensuring mobile conversion requires the digital orchestration of email, landing, shopping, and confirmation experience.
Social Skills Matter
Social and email are very different beasts. While social remains the beating heart of family and friends, customers tell us that marketing and family don’t necessarily mix; only 5.1% of our surveyed consumers say they’re likely to share messages from a marketing email on their social network. Turns out, email remains the tried-and-true conversion vehicle. But don’t put social on ice just yet. Nothing stays constant in digital marketing.
Don’t Worry: There’s More
As marketers, it’s up to us to stay ahead of the curve and deliver our message in a way that matches our audiences’ expectations.