This is the second column in a series that features insights from a consumer survey conducted by my firm. Like the last column, here too I specifically will share the email behaviors of consumers. This survey was completed in May 2012 and features results from nearly 400 respondents.
Consumers continue to have a great appetite for email, as 97 percent check their personal email account every day. In fact, two-thirds of consumers tell us that they check their personal email account multiple times a day. Given the hurried pace of our lives and the plethora of distractions that compete for our attention, it shouldn't be surprising that consumers are increasingly sensitive to email messages that waste their time.
When we ask consumers about their email behaviors, the items that rise to the top of the list deal with relevance and frequency. Our survey reveals the following:
Clearly consumers are highly sensitive to irrelevant messages and those senders that overwhelm their inbox with a flood of messages. You'll also notice that most consumers have such disregard for marketers who meet this profile that most will simply delete the message, or worse, mark it as spam rather than going through an opt-out process.
So what is relevance anyway? At my firm, we define relevance as "the intersection of content and context that is metered by frequency." In action, that would be the right message at the right time in the right channel. The dictionary defines it as, "bearing upon or connected with the matter in hand; pertinent."
Here are some best practices to engage your audience in the inbox:
While this is not an exhaustive list of tactics to improve relevance, it is a good start to improve audience engagement and retain subscribers.
Until next time, all the best,
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For more than 20 years, David has been an industry proponent. Direct Magazine said David is "one of the most influential experts in email marketing, if not the most influential." Co-author of "Email Marketing An Hour A Day," David has held senior level positions at Forrester and JupiterResearch, Apple, Anthropologie, MacWarehouse, Proteam, and retailers that dotted the early days of CompuServe. David advises many industry organizations including the OTA, DMA, eec, and has been a contributor to the Weekend Today Show on NBC. Learn more about connected marketing and download free research with registration here. Follow David on Twitter @emaildaniels and learn more at www.relevancygroup.com.
March 19, 2014