Fri, 2017-11-03 09:00 / By Alex

Email Behavior – Anticipate your customers in 2018

Have your email marketing campaigns returned unremarkable results?  Are you constantly testing subject lines and email layouts without much luck? If so, you’re not alone. According to Ascend2, 54% of marketers are making their email engagement rate a top priority. But in order to run a successful campaign, you’ve got to know your audience. By learning when your customers are checking their emails and actually reading them, you can position your marketing campaign for success. Read on for some insight into consumer email behavior.

Email Behavior Statistics:

  • Sporadic Email Checking: 44% of adults check their work email every few hours outside of work, while 51% report checking their personal email every few hours while at work (Adobe). It can also be observed that people are adapting email checking as part of their morning ritual. 74% read their work email before even reaching the office, either in bed, over breakfast or on the morning commute.(Adobe)
  • Personalization Matters: Including “thank you” in the subject line can score you higher engagement levels (Adestra). Also, featuring the first name of the recipient in the subject line often leads to higher click through rates (HubSpot).
  • Location, Location, Location: While 62% of people check their work email on their desktop, 59% check their personal email on their cell phones while at work (Adobe).
  • Eager Readers: The average number of work emails opened is a hefty 82%, while the number of personal emails opened is 60% (Adobe).
  • A Balancing Act: 86% of people want to receive promo emails from practices they like (Statista). But be careful – 78% of people have unsubscribed from brands that send them “too many emails.”

The Takeaway

Consumers are thoroughly connected to their emails, both work and personal. That means you can reach them on any device – desktop, laptop, tablet, smartphone – so be sure to optimize your emails for the devices. In addition, the more personal your email subject lines, the better your click through rate will be. Consumers like to feel they matter to the businesses they interact with, so a little personalization goes a long way. The next time you send an email blast out about your latest automotive promotion or information about financing options, make the email more personal. Lastly, while consumers enjoy emails from businesses they interact with, they don’t want their inbox flooded. Set an email schedule (for example, sending emails twice a month) and stick to it.

When trying out your next email campaign, consider Ross Media as your multi-channel marketing partner. We’ll help you develop a comprehensive email campaign that will deliver proven results. For more information, please contact us today.