Many people thought that with the arrival of social media, email marketing would become a secondary channel, but nothing could be further from the truth, as companies continue to rely on communication via email because it remains an effective, economical and profitable communication channel ... even for those born in the 80s and 90s.
In the words of Andrea Wildt, CMO of the study: “ email is the number nursing homes email list one way that users prefer to interact and receive information from companies.”
76% of respondents were satisfied with the volume of emails they receive from brands and with their content, stating that these newsletters reflect their preferences with precise and relevant messages.
email marketing
The number of commercial emails we receive every day is significant and this indicates fierce competition between companies to find a place and attract attention in the recipient's inbox. One of the keys to successful email marketing is knowing the preferences of your recipients, segmenting them appropriately and sending them relevant information.
Of all the age groups studied, millennials are the most receptive to making decisions after receiving a commercial email . 58% of them, for example, donated a monetary amount to a non-profit organization compared to 18% of those over 55 years of age.
This is a coherent fact if we take into account that these people have grown up as digital natives and spend a large part of their time using social networks, applications and digital tools in general. For them, email is a close communication channel that is part of their daily lives.
Another interesting fact that emerges from the study is that 89% of those under 35 prefer emails from retail stores compared to 67% of the over 55 age group.
More than 70% of respondents cite discounts as the main reason for opening emails. 62% of them cited the personalized subject line.
Widt concludes by saying that “consumers want to feel that the brand really knows them ,” and highlights the need to build a close relationship that companies must generate to engage with their consumers.
After email as the great dominator with 66%, social networks and applications remain at a distant 23 and 15%, respectively, as the preferred channel for receiving commercial communications.
