What Do Customers Really Think About Your Email Marketing?
At the Media Center at MarketingSherpa Email Summit 2015, we interviewed your successful brand-side marketing peers, along with researchers and industry thought leaders.
One interview stuck out from the rest because we interviewed someone who’s title was “customer.”
Jill DAmato, the wife of our own Brian DAmato, Senior Vice President of Partner Solutions, MECLABS Institute (parent research organization of MarketingSherpa), agreed to sit down and answer a few questions.
We had recently fielded a survey with 2,057 American consumers about their email preferences, and it was interesting to sit down with a representative customer to help bring that survey data to life …
“Email is great, because it’s very quick and easy. But it does have to be something very catchy and very relevant and timely. Because if it’s not, I’m not going to open that,” Jill said.
What advice did she have for marketers?
“If I could get [emails] less frequently but it be more relevant when I do, it would certainly help because I would be more likely to read it and not just go through and delete it because my mailbox is so stuffed,” Jill said. “Relevance and timeliness. It has to be relevant, and it has to be something I need right now.”
If you’re looking to improve the relevance and timeliness of your own email marketing, I’ve filled the “You might also like” section of this blog post below with links to tons of additional information, along with a look at the consumer survey data that Jill and I discussed.
You can follow Daniel Burstein, Director of Editorial Content, MarketingSherpa, @DanielBurstein.
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Marketing Research Chart: How do customers want to communicate? [From MarketingSherpa]
Email Research Chart: How often customers want to receive promotional emails [From MarketingSherpa]
Watch Full Sessions from Email Summit 2015 — Free to subscribers of MarketingSherpa newsletters
Email Marketing: Microsoft Store uses relevance to increase sends by 300% and email revenue by 600% [From MarketingSherpa]
Email Segmentation: 40% average open rate via relevant content journey [From MarketingSherpa]
E-commerce Email Relevance: 10% more revenue from 3 personalization tactics [From MarketingSherpa]
Email Marketing: Zumba Fitness uses personalized video to drive a 50% click-to-open rate [From MarketingSherpa]
Real-time Marketing: Nonprofit uses current events to increase revenue 22% [From MarketingSherpa]
Email Messaging online source (from MECLABS Institute, parent research organization of MarketingSherpa)
Categories: Marketing consumer, Email Marketing, Marketing
