Survey: 40 Percent of Customers Prefer Informational Marketing Emails

As new research shows, customers are interested in being contacted by marketers via email, but they have certain preferences when it comes to content.

The “Consumer Email Survey Report 2017” from Adobe has found that 61 percent of customers would like to be contacted by brands through email. However, 40 percent said  they prefer marketing emails to be less promotional and more informational.

Approximately 27 percent of respondents said that they would like marketing emails to have content that is more personalized to their interests. Twelve percent want a way to make a purchase without leaving the email, and nine percent seek more embedded images and videos.

Marketing emails also still have an impact on the purchasing process, according to the report. Nearly 42 percent claim that they give them more incentive to make a purchase, while 26 percent say they make them more aware of the brand.

Personalization and Marketing Email Engagement

Previous research indicates that personalization can play a significant role when it comes to customers opening and engaging with marketing emails.

The “Subject Line Benchmarks: How Length and Personalization Impact Email Performance Across Message Type and Industry” report from Yes Lifecycle Marketing recently looked at the impact of personalized content in Q2 2017. Data from the report discovered that personalized subject lines generated 50 percent higher open rates and 58 percent higher click-to-open rates.

These emails, in particular, also saw 2.5 times more unique click rates, compared to subject lines without personalization.