In today’s fast-paced digital world, email has become one of the most effective channels for businesses to communicate with their audience. This is supported by recent research from the Data & Marketing Association (DMA), which shows that an increasing number of consumers find brand messages sent via email useful. DMA’s research highlights the effectiveness of email as a tool for brands to communicate their messages and its potential in nurturing customers through difficult times in the current economic climate.
Email Brand Messages are becoming more useful. According to DMA’s research, consumers have increasingly found brand messages sent via email useful over time. The proportion of consumers who found such messages useful grew from 15% in 2021 to 32% in 2023. This is significant because it highlights that more people are relying on email as their primary source of information for new products, discounts, and sales. This also promotes email as an effective marketing tool for businesses. According to DMA’s research, customers rank email as the best medium for information on new products, discounts, and sales. Brands that can communicate relevant information to their audience through email are more likely to have high engagement rates.
Rise in click-through rates for all types of email communications
One of the significant findings from DMA’s research is the increased click-through rates for different types of email communications. Customers are more likely to click on links and take action on emails sent by businesses. For instance, click-through rates on discounts and sales went up from 24% in 2021 to 46% in 2023. Users are now opening and engaging with all types of email communications at higher rates. This increase in engagement rates demonstrates the effectiveness of email as a marketing tool for businesses.
In today’s world, consumers are becoming more conscious about their online privacy. As such, the DMA’s research highlights a significant trend where more consumers are segregating their personal and marketing emails. The research shows that 37% of consumers now keep personal and marketing emails separate by using different inboxes. This is a significant jump from 23% in 2021. This emphasizes the importance of businesses creating targeted communication that doesn’t intrude on people’s personal lives.
Mobile as the primary device for receiving email communications: With the increasing use of smartphones, more people are opting to use them as their primary device for email communications. DMA’s research shows that 79% of respondents use their mobile devices to receive email communications from brands, shops, and websites – up from 62% in 2020. Additionally, mobile devices have become the primary device in email communication, as the use of desktops has decreased from 64% to 37% in 2020. Brands need to create responsive and mobile-friendly email communications to provide a seamless experience to their audience.
Need to Nurture Customers through Difficult Times
In times of economic difficulty, the role of brands in nurturing and supporting their customers becomes more important. Ian Gibbs, insight director at the DMA UK, says, “While squeezed consumer wallets have made it harder to elicit specific acquisition or sales responses to marketing, the need to nurture customers through difficult times becomes a role of fundamental importance for brands.” Gibbs notes that the email channel offers unrivaled effectiveness in fulfilling this role; brands can use email communications to offer support, guidance, and educational content while building trust with their audiences.
Email is an essential channel for brands to communicate relevant information to their target audience, as highlighted by DMA’s research. Brands need to tailor their email communication to customers’ preferences, ensuring a seamless experience across all devices. Additionally, businesses should use email to nurture their customers through difficult times, offering support and building trust. With an increasing number of consumers finding email messages useful, it’s time for businesses to leverage email as an integral part of their marketing strategy.
