Report: Customers Seeking Less Promotional Email From Marketers

As marketers continue to target their audiences with email, new research suggests that they may benefit from leaning more on the informational side than the promotional when it comes to content.

Adobe recently conducted the “2018 Adobe Consumer Email Survey” and discovered that the majority of customers (39 percent) would prefer brand emails to be less promotional and more informational. About 27 percent claimed that they would like them to be more tailored to their specific interests, while 12 percent want the ability to make a purchase without leaving the email.

When it comes to the role that marketing emails play in the purchasing process, most customers (37 percent) claim that they give them more incentive to buy a product or service. Twenty-seven percent state that it makes them aware of a brand they weren’t initially familiar with, while 19 percent say it reminds them of a purchase they need to make.

The Rising Effectiveness of Email Marketing

Despite some of the obstacles associated with email marketing, previous research suggests that its effectiveness as a tactic is still on the rise.

DemandMetric in partnership with Return Path conducted “The State of Email Marketing” and found that 78 percent of marketers who are using email to build brand awareness are seeing their effectiveness increase.

Similarly, 77 percent who use email to communicate with prospects are seeing their effectiveness rise. The same could be said for 60 percent of marketers who turn to email to generate revenue. Overall, 36 percent of marketers stated that email marketing effectiveness is improving at least slightly.