We currently live in a modern world of technology that evolves rapidly and consistently. A vast majority of essential tasks that once required in-person presence are now accomplished via computer, cell phone, or mobile tablet. Companies have adapted to trends that their consumer base desires in regards to introducing new products/services to them.
In this article, we are going to have an open-ended discussion on how marketing emails influence consumer behavior today. Businesses, freelancers/independent contractors, and marketing firms such as ourselves apply strategic marketing emails for consumers every day. It is important for us to promote our intended goal/message across clearly while simultaneously appeasing to the consumers’ needs and desires.
According to a number of marketing experts that we will share later on, it seems that consumers — on average — are gravitating to marketing emails in a positive manner. It is rare that someone does not have an e-mail account as a means of communication. The major element that everything else aligns with is strategic personalization.
How customers perceive marketing emails
As a consumer, imagine that you have a full inbox of emails to sift through with a little amount of free time. You have to determine quickly what is worth responding to now and what can wait until later. What is your personal criterion for figuring out the latter? Are you more eager to check out emails that have your name in the subject line? Do you check emails in order from new to old?
All of the questions above are what marketers consider when creating email campaigns for consumers. This is also a key reason as to why businesses that you [the consumer] subscribe to emails from typically ask you to fill out quick surveys as well. The better they understand their consumer base, the better they can satisfy you.
From the experts’ perspective
Here is what experts have expressed in regards to how marketing emails correlate with the consumer’s behavior.
Econsultancy.com acknowledged in 2013 that 74% of marketers that made an effort to target consumers in a personalized manner increased consumer engagement.
Campaign Monitor notes that email campaigns are far more engaging than a tweet — 6 times more engaging by their statistics.
MarketingSherpa believes that 72% of consumers choose email promotions instead of ads on social media. Despite social media platforms being popular, their ads are typically random and unrelated to the users’ interests.
As a consumer or a marketer, what are your thoughts here? How much of an influence do you believe marketing emails influence consumer behavior and potential decisions? Are there any ways in which you would like to see improvement?
Exact Data is a Chicago-based multi-channel marketing company with regional offices across the United States. The company offers integrated marketing services including B2B and B2C lists containing postal, email, and telephone contacts, data append and hygiene services, as well as pay-per-click social media advertising.
Exact Data was founded in 2001 and operates as a subsidiary of Exact Data LLC.
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