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HomeNews/EducationEmail InsiderPrivacy Pickle: Consumers Love Email, But Brands Must Avoid The Creep Factor

Privacy Pickle: Consumers Love Email, But Brands Must Avoid The Creep Factor

The 2023 Consumer Trends Index study by Marigold and Econsultancy shows that email is the leading global driver of online sales, with 52% of consumers worldwide having made a purchase directly from an email in the last year, along with 38% from an SMS and 55% from mobile phones in-store. Email outperforms banner ads and SMS by 108%. 77% of previously loyal customers can be won back with personalized emails or texts. However, marketers should avoid being seen as “creepy” with irrelevant content or offers, messaging that does not reflect consumer wants or needs, messaging based on information not shared with the brand, or messaging that does not recognize shopping or loyalty history. Positive findings include that 79% approve of recommendations based on past purchases, 60% like personalized offers after staying on a brand’s site for two minutes, and 75% are satisfied with the messaging volume on loyalty programs or would like more. Lastly, 17% of brands want brands to behave responsibly, a 6% increase year-over-year.


Excerpt from the main article:

by Ray Schultz , Columnist. Email is the leading global driver of online sales — when done properly.  Among consumers worldwide, 52% have made a purchase directly from an email they received in the last year — a 4% increase YoY according to the 2023 Consumer Trends Index, a study by the newly rebranded Marigold in connection with Econsultancy.Specifically, 38% of consumers have bought something from an email on mobile device — a 3% hike YoY — while 25% have purchased directly from an SMS.Another 55% of shoppers have used their mobile phone in-store to research a possible


Privacy Pickle: Consumers Love Email, But Brands Must Avoid The Creep Factor was originally published on MediaPost | Email Insider

Richelo Killian
Richelo Killianhttps://www.inboxjam.com/
Richelo "Rich" Killian has over 30 years of experience in the information technology field, and more than 15 years of experience in email deliverability and marketing.
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