Below we present a summary of those points that we found most interesting:
Contact Channel Preferences
As we can see in the graph, users clearly prefer the email channel as a form of contact in most situations, especially when it comes to receiving promotions (59%) or confirmations and updates on their orders (58%) . However, when it comes freight forwarders brokers email lists to receiving advice, information or tutorials, they slightly prefer ( 39% vs. 32% ) face-to-face. These results demonstrate, once again, the great importance that email marketing has throughout the customer journey.
Along the same lines, they take these three touchpoints as a reference: pre-purchase, post-purchase and customer service , to see which is the preferred method for receiving communications. Again, the email channel clearly stands out above any other. It is interesting to see how channel preferences can change depending on where a user is in the purchasing process.
The GDPR also takes centre stage in this study. In fact, it shows that thanks to it, consumers are less concerned about how brands treat their personal data. However, a third of consumers (34%) still say that they “often” wonder how brands obtained their email address.
Personal use of email
How do users use their email? Well, 20% say they use it to receive both personal and marketing communications. Therefore, they do not make a distinction between the brands they trust more or less or whether the emails they receive are of a personal nature or not.
It is not surprising that 67% of users between the ages of 18-34 access their email from their mobile phones . We see that as the age range increases , the tendency to consume emails via smartphone decreases. 20% in the case of users over 55 years old. On the other hand, devices such as tablets, smartwatches or smart speakers are still far from reaching the figures of the other two devices.
Receiving and opening emails
Users estimate that they receive approximately 54.9 emails per week . A surprising figure, if we compare it with the 73.3 emails received in 2017. Here we see how the trend of mass mailings disappears and the personalization of emails takes on greater importance. The objective? To ensure that the first contact with the subscriber is always relevant.
When users are asked what is the most important factor for them to open an email, 55% agree on the importance of recognizing the brand and 48% pay more attention to the subject line . This is where the need arises to create a catchy , attractive and original subject line to stand out from the crowd
Content of emails and actions carried out
65 % of users agree that the content they prefer to receive in an email is that related to discounts and offers , therefore, that have a direct benefit for them.
Looking at the rest of the results, we see again the need to understand subscribers to ensure they are being delivered content they actually want to engge with, especially when it is not directly related to a transaction.
The vast majority of respondents agree that once they have opened the email, the actions they will most frequently take will be to click on it or save it to look at it more closely later. However, we see that users are still not aware of sharing emails and their respective content .
