Sonicwall Midyear Banner1

Sonicwall Midyear2 Banner

Sonicwall Leaderboard Banner2

Monday, 01 October 2018 12:15

Consumers ignore marketing emails due to inbox overload: report

By
Consumers ignore marketing emails due to inbox overload: report Image courtesy of Stuart Miles at FreeDigitalPhotos.net

Many consumers rank email as their preferred channel for brand communications, but over half ignore marketing emails due to inbox overload, according to a new study.

According to the study, from US-based Yes Lifecycle Marketing, 47% of consumers prefer getting their brand communications by email, but 55% ignore the emails when they hit their inboxes.

For its Surviving the Retail Apocalypse report, Yes Lifecycle Marketing surveyed more than 1000 consumers of all ages and found that in addition to inbox overload, subscribers ignore marketing emails because of irrelevant product recommendations (50%) and content (41%).

According to Yes Lifecycle, the findings indicate that many retailers still fail to understand consumers' preferences in terms of mailing frequency, timing and content – and even though consumers will ignore emails that fall short of their expectations, 42% reported that they don't unsubscribe from these communications, “instead, they scan the subject lines to determine whether they'll open the email”.

"Growing competition and shifting consumer expectations prompt marketers to start delivering more relevant content, better personalisation and unique experiences in order to move consumers along each stage of the customer journey – from awareness to loyalty," said Jim Sturm, president of Yes Lifecycle Marketing.

"Brands must get creative with their programs and use the wealth of customer data at their disposal to identify customers' preferences and interests in order to keep them engaged."

The report also revealed that creating data-driven customer experiences remains a major challenge for many retailers.

Thirty percent of consumers said they had received recommendations for products they'd already purchased and, in addition, one in five (19%) consumers have received messages targeted to the residents of cities they do not live in, which Lifecycle says indicates that marketers aren't adequately collecting and using customer data to personalise communications.

"With the dominance of Amazon and shifting consumer behaviour, retailers must evolve to meet shopper expectations," said Michael Iaccarino, chief executive and chairman of Infogroup, parent company of Yes Lifecycle Marketing.

"Marketers must find the right technology and service partner to help them identify consumer preferences across channels and build data-driven strategies that capitalise on those preferences."

Additional findings from the report:

  • Thirty-three percent of subscribers ignore marketing emails if they don't offer a discount or free shipping, and 60% will purchase from emails that offer these incentives.
  • Only 37% say that the communications they receive from retailers are adequately personalised.
  • Centennials are more likely than all other generations to say they receive too many emails (68%).
Read 2194 times

Please join our community here and become a VIP.

Subscribe to ITWIRE UPDATE Newsletter here
JOIN our iTWireTV our YouTube Community here
BACK TO LATEST NEWS here

GET READY FOR XCONF AUSTRALIA 2022

Thoughtworks presents XConf Australia, back in-person in three cities, bringing together people who care deeply about software and its impact on the world.

In its fifth year, XConf is our annual technology event created by technologists for technologists.

Participate in a robust agenda of talks as local thought leaders and Thoughtworks technologists share first-hand experiences and exchange new ways to empower teams, deliver quality software and drive innovation for responsible tech.

Explore how at Thoughtworks, we are making tech better, together.

Tickets are now available and all proceeds will be donated to Indigitek, a not-for-profit organisation that aims to create technology employment pathways for First Nations Peoples.


Click the button below to register and get your ticket for the Melbourne, Sydney or Brisbane event

GET YOUR TICKET!

PROMOTE YOUR WEBINAR ON ITWIRE

It's all about Webinars.

Marketing budgets are now focused on Webinars combined with Lead Generation.

If you wish to promote a Webinar we recommend at least a 3 to 4 week campaign prior to your event.

The iTWire campaign will include extensive adverts on our News Site itwire.com and prominent Newsletter promotion https://itwire.com/itwire-update.html and Promotional News & Editorial. Plus a video interview of the key speaker on iTWire TV https://www.youtube.com/c/iTWireTV/videos which will be used in Promotional Posts on the iTWire Home Page.

Now we are coming out of Lockdown iTWire will be focussed to assisting with your webinars and campaigns and assistance via part payments and extended terms, a Webinar Business Booster Pack and other supportive programs. We can also create your adverts and written content plus coordinate your video interview.

We look forward to discussing your campaign goals with you. Please click the button below.

MORE INFO HERE!

BACK TO HOME PAGE
Peter Dinham

Peter Dinham - retired in 2020. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

Share News tips for the iTWire Journalists? Your tip will be anonymous

WEBINARS ONLINE & ON-DEMAND

GUEST ARTICLES

VENDOR NEWS

Guest Opinion

Guest Interviews

Guest Reviews

Guest Research

Guest Research & Case Studies

Channel News

Comments