The globally awarded hybrid digital agency from the house of dentsu India, WATConsult has released its latest issue of WATPapers. The report is titled ‘Effectiveness of Email Marketing’, which speaks about the importance of tools in a marketing strategy, its effect on purchase decisions, and a consumer’s in-depth perspective towards marketing emails.
Email marketing has always been one of the most traditional yet effective marketing channels. Marketing efforts can provide great opportunities, however, there must be testing the content beforehand and understanding the frequency of sending promotional emails. ‘Effectiveness of Email Marketing’ reveals that 22% of customers expect brands to send marketing emails every fortnight. Presently, on one hand, the customers in the age group of 18 to 24 years have been receiving promotional emails multiple times a week, and on the other hand, customers in the age group of 46 and above have been receiving them every fortnight.
Customers believe that they receive way more promotional emails than expected from categories such as finance, entertainment, insurance, e-commerce and retail, from an industry standpoint. Nevertheless, categories like education, banking and travel & tourism, exercise the right frequency of once a week, once a fortnight and monthly, respectively. The report further demonstrates that the majority of consumers sign up for promotional emails to get exclusive news and updates. They also look for access to the first look of fresh content via those emails. These are followed by reasons like participating in contests & sweepstakes and getting more information about a product or service.
It is critical for marketers to study the essential components of promotional emails, in order to avoid customers from getting annoyed. Results suggest that young customers in the age group of 18 to 24 years notice the subject line before opening a promotional email. Whereas, customers in the age group of 46 to 54 years observe the content preview. Additionally, to prevent customers from unsubscribing from the email list and to enhance customer relationships, marketers must indulge in personalised emails, based on browsing behaviour.
Commenting on the latest issue of WATPapers, Heeru Dingra, CEO, WATConsult said, “Email marketing continues to be one of the most effective and low-cost ways for small to mid-size businesses to convert prospects into customers. This channel has kept up with the times. Hence, although brands are migrating towards omnichannel marketing, email is still the central focus. Advancements in technology have made marketing automation a possibility and have improved many aspects of email planning and management. As per the report, 22% of customers say that these emails are extremely helpful in a purchase decision. I believe, this latest issue of WATPapers will be an invaluable resource for anyone who intends to demystify email marketing.”
Read the WATPaper here.
