Email Marketers to Focus on Content

As consumers pull back on their email subscriptions to their favorite brands, marketers should be taking a look at what they can do to improve campaign strategies. Crisp subject lines,  contact frequency, and content emailoptimization all matter. Some analysts are suggesting that marketers spend more time on these details and less on the mobile versus desktop format issue in order to improve the email campaign effectiveness.

The DMA Email Tracking Study notes that marketers can spend a lot of time and energy “keeping up with advances in email technology” but the bottom line is that “email usage and purchasing habits are still broadly the same.”   Mobile can make a difference with 10% of consumers who get email on these devices and go into a store after reading the message. But, many more consumers use mobile devices to process email while they are on the run with at least 37% saying they delete retailer messages on mobile, either before or after reading it. This behavior suggests that marketers should fine-​tune the details of their pitch.

Subject line details are important as the Adestra survey showed earlier this year. Discount terms like “50% off” will generate clicks but marketers must also be cautious not to send too many emails like this or customers will be trained to shop only for sales. A more profitable strategy may be to send personalized emails listing customized offers to a prospect.

On average, about 28% of people are reading their brand email regularly and claim that over half of these communications are relevant to them. Consumers have a positive opinion of email but only 34% are subscribing to 11 or more brands. In 2012, that number was at 43%. This trend makes it imperative for marketers to get their message right. For now, 90% of consumers want to get some number of emails from their best-​liked brands with 50% saying their top interest is to save money. Consumers feel most favorable to email messages from:

  • Online retailers
  • Supermarkets
  • High-​end retailers

To learn more about email ad responders, check out the Audience Interests & Intent Report available at the Research Store on ad​-ology​.com.

[Sources: Email Tracking Study. Dma​.org​.uk. Email Marketers Must Focus on Content. 17 Oct. 2013. Web. 31 Oct. 2013; Tariq, Muniba. Discount-​related content promises. Fourthsource​.com. 18 Oct. 2013. Web. 31 Oct. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.