Relevancy, personal benefits, and the opportunity to take action matter most in emails, according to our latest report on email marketing.

Brands should be judicious about what they communicate via email—what a brand considers to be essential information may not meet that bar for the recipient.

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All too often, brands think about their desire to send out an email before they consider the recipient's desire to receive the message. Customer-centric emails often perform the best; for marketers to win, they must align their email organizations with that manner of thinking.

Emails that are actionable tend to do well. Insider Intelligence

What matters the most to consumers tends to be relevancy, personal benefits, and the opportunity to take some action. An August 2020 study from email production platform Dyspatch and SurveyMonkey found that relevancy trumps newness when persuading US consumers to purchase something from a marketing email.

In fact, when asked what type of product recommendation in an email they would most likely act on, 59.4% of US adults cited product suggestions based on their purchase history, compared with just 22.7% who said they'd be most likely to purchase when presented with an email devoted to a newly launched product.

Emails that are actionable tend to do well. Unsurprisingly, 64% of US consumers said they were most likely to open an email if the subject line mentioned a deal or promotion, according to a February survey by SparkPost and SurveyMonkey. In fact, actionable emails tend to do well, even if there is no direct personal benefit for the consumer—33% of respondents from the same survey said they want to receive requests for product reviews. It may seem counterintuitive that consumers would be open to requests for help which would create work for them, but this is belied by the fact that consumers are looking for emails that have a clearly defined purpose.

Brands must be judicious about what they communicate over email—what a brand considers to be essential information may not meet that bar for the recipient. That may only present that recipient with an opportunity to unsubscribe. Only 19% of US consumers reported using welcome emails to learn about a new product, compared with the 60% who said they turned to Google for such information, per the SparkPost and SurveyMonkey research.

Consumers do expect brands to keep them abreast of major product changes, with 36% of respondents saying email was their primary way of learning about such changes. Ultimately, half of respondents said they unsubscribed from email lists because the emails didn't contain useful or interesting content.

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Source: Business Insider

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