Apemag

  • Home
  • Whitepapers
  • Categories
    • Email marketing
    • Personalization
    • Targeting
    • Trends
  • Contact
context, Email marketing, Personalization, Social media, Strategy

Email as first channel, but contact likes to choose

That is the conclusion of a recent study of the American MarketingSherpa at the end of 2015. They surveyed how a consumer likes to receive offers.

In this study a list of ten possible channels is introduced to an extensive set of consumers, neatly divided into men and women, baby boomers, generation X and Y. They requested to select the channels – with the relevant conditions -, where they feel most comfortable with. Several answers could be selected. So you should read the result of this graphic in combination with the different possibilities.

hoe_willen_consumenten_email_ontvangen

Email primarily

When it comes to email, the website, the social media or the physical location, then email easily wins. Note that you have to count up that result for yourself. Email based on a chosen frequency (49%) and email based on an imposed frequency (24%) together make a pretty score of 73 percent of the respondents. A nice distinction, but it was kind of frightning that the classic post still scores 50 percent. The website and the social media seem to falling behind seriously as a channel.

Still choosing

When we talk about frequencies, then we get an instructive lesson from this survey. The possibility to choose the frequency yourself is clicked on twice as often as the other one. That the brand gets the chance to decide independently when they end up in the inbox of the readers, seems less appreciated. Which the average e-marketer didn’t understand yet. What is the proof? To 455 among them the same list was presented, but then as possibility to approach the consumer.

We still choose?

Where the consumers assign a score of 49 percent to receiving email on a chosen moment, the marketers did the same with only 14%, a significant difference. To the contrary, sending email messages on the moment that the e-marketer finds it useful scores 76%. Here also a big difference of 24% from the consumers. But in the end, they both think of email as a very suitable channel.

And the social media

Where the consumers are still charmed with a classic post, e-marketers think of social media as most favorable with no less than 77%. These last received only a scant 20% from the consumers. Of course marketing is a game of give and take. The perfect channel for everyone clearly doesn’t exist. But this investigation learns us that we have to listen well to our (potential) customers.

Subscription forms

Maybe it’s time to look at our opt-in forms again. Because at this present day, they have become very sober. We have learnt by now that the threshold should be as low as possible. Asking the email address is now the common denominator. We certainly don’t have to return to the situation of some years back, when the subscriber was asked an overload of questions. But the choice box about the frequency apparently isn’t wrong at all. Because otherwise those 49% might become potential unsubscribers… And isn’t that just what we are trying to avoid?

Mar 3, 2016Thomas Vangelooven
Previous storyPick up on the media!Next storyAn email message in the shape of a coloured coat stand!
Home Email as first channel, but contact likes to choose
5 years ago context, Email marketing, Personalization, Social media, Strategy248
Thomas Vangelooven
Twitter
The best content directly in your inbox

Get notifications for new blog articles or subscribe for your GDPR communication!

Recente posts
  • Adapting your marketing efforts to COVID-19, now and tomorrow 14 May 2020
  • Communicating in times of crisis 20 March 2020
  • “It’s a salesting”, come again? 1 March 2019
  • The real estate industry: Building your client base using email marketing 23 May 2018
  • The tourism industry: A ray of sunshine in your mailbox 2 May 2018
  You Might Also Like  
Strategy, Tips, Trends

The event is comming, the astonishing has happend

Yes, the spelling mistakes in this title were implemented on purpose. As a trend watcher in the world of email marketing we obviously have subscribed to a dozen newsletter. Sep 18, 2015Ann Flipkens

Readers change in their reading habits

The time that you were sure that your email sitting was read while sitting in front of a computer screen, is long gone. That also means that you have to imagine how your contact consumes your message in a different way. Jan 23, 2013Michelle Dassen

Uncategorized

5 ideas to steal from Telenet

From time to time we receive a great email in our inbox, where we can easily get some great ideas. A new television app unites lots of classical elements in one email message. Dec 19, 2014Michelle Dassen

Place an ad in your message

Email marketing is always looking for conversion. We do that by designing a captivating email with a rock-solid call to action. But now we see a new trend pop up! Jan 25, 2014Ann Flipkens

Email marketing

Flexmail voted “Best-Performing Belgian Tool” at the Digital Marketing Awards!

Flexmail was awarded with with gold in the category “Best-Performing Belgian Tool” at the Digital Marketing Awards on 17th November 2016. The main criteria behind this award were yielding ROI and conversion rates, ease of use, service and growth. Nov 24, 2016Michelle Dassen

Be creative with the alt tag

Working with images in an email message is always a bit of a gamble. Especially if you want to wrap your entire message into one or several images. A lot of email clients don’t show the images by default. But there is a way to get that limitation out of the way. Apr 25, 2014Ann […]

Smartwatches and email marketing, it takes some adjusting

The Apple Watches, which gradually come our way in large numbers, are slowly but surely being placed on the agenda of the e-marketer. Because everything is again becoming a tad different. And it’s better to be prepared for that. May 13, 2015Michelle Dassen

Strategy

The life of an email marketing campaign

In the email marketing platform Flexmail, each account will see a new dashboard being displayed. The new dashboard will display many relevant features together, that will not only sharpen your email marketing, but will also benefit your sales. Apr 5, 2013Thomas Vangelooven

Most Viewed
1,071

An integrated offline and online communication at Nespresso

1,063

10 elements of a great welcome message

1,010

Are you using animated images in your emails?

965

Time to bring your email marketing into line with the GDPR

963

More subscriptions, less unsubscriptions: razor sharp e-commerce of Dollar Shave Club

878

Think outside the email: how theSkimm differentiates her newsletter with content

862

Give your automation a new dimension

832

Are you ready for the arrival of the GDPR?

2018 © Flexmail