Post by account_disabled on Jan 2, 2024 13:01:44 GMT 8
Giselle Abramovic, Executive Content Enterprise Editor at Adobe, discusses the hottest trends in marketing today. We tend to focus on new channels like social, voice assistants and Augmented Reality (AR) that are better able to reach the younger generation. And although each of the aforementioned channels plays a very important role, brands are adopting them to communicate with customers today. But a recent study from Adobe shows that traditional marketing channels like email continue to maintain a strong position and build trust with customers amidst the trends in technology and new channels . The 2019 Adobe Email Usage Study, which surveyed 1,002 people in the U.S. in July 2019, found that consumers spend approximately five hours per day Divided into approximately 3 hours to check company email and approximately 2 hours to check personal email. These consumers refresh their inboxes in many ways.
At different times and places, such as while watching TV, in bed, during a work Job Function Email Database meeting, while driving and even in the bathroom, said Sarah Kennedy, Adobe's vice president of marketing and digital experiences. that “Obviously we all feel comfortable using email. And email has become a part of almost every aspect of our daily lives. Although the overall time we spend checking email has decreased since 2016, the frequency of checking email remains high. Adobe's survey results highlight email's continued importance in customers' daily lives. And that means there's still a huge opportunity for marketers to leverage email to communicate with consumers more effectively and with tangible results." " Contextual Relevance and Benefits It is considered very important. Because it will allow you to immediately present the value of your product (value) to customers. If such factors are lacking Customers will not be interested in what you have to offer,” Kennedy added. Email offer: There's still 'room for improvement', survey suggests Users open their work email more often than their personal email, at 80% and 57%, respectively.
Respondents also said they prefer to receive offers via email (56% for work email, 60% for personal email), which is significantly higher than direct mail, social, and other marketing channels. However, consumers say Among the email offers from various brands Only one in four is interesting or engaging enough to open and read. So why don't consumers open their emails? Respondents pointed out that brands Sending them too many emails annoys them. Both in terms of work email and personal email. As for other problems That were mentioned include: Marketing information about email recipients is incorrect. Offers submitted are for previously purchased items. and the message sent uses extravagant or inappropriate words. Consumers stated that Personal customization Personalization in email marketing is important to consumers. This is especially true for personal emails. When separated into groups by age It was found that nearly half of the Millennial generation Millennials (46%) say they want personalized email communications from brands, followed by 43% of Gen X and 30% of Boomers.
At different times and places, such as while watching TV, in bed, during a work Job Function Email Database meeting, while driving and even in the bathroom, said Sarah Kennedy, Adobe's vice president of marketing and digital experiences. that “Obviously we all feel comfortable using email. And email has become a part of almost every aspect of our daily lives. Although the overall time we spend checking email has decreased since 2016, the frequency of checking email remains high. Adobe's survey results highlight email's continued importance in customers' daily lives. And that means there's still a huge opportunity for marketers to leverage email to communicate with consumers more effectively and with tangible results." " Contextual Relevance and Benefits It is considered very important. Because it will allow you to immediately present the value of your product (value) to customers. If such factors are lacking Customers will not be interested in what you have to offer,” Kennedy added. Email offer: There's still 'room for improvement', survey suggests Users open their work email more often than their personal email, at 80% and 57%, respectively.
Respondents also said they prefer to receive offers via email (56% for work email, 60% for personal email), which is significantly higher than direct mail, social, and other marketing channels. However, consumers say Among the email offers from various brands Only one in four is interesting or engaging enough to open and read. So why don't consumers open their emails? Respondents pointed out that brands Sending them too many emails annoys them. Both in terms of work email and personal email. As for other problems That were mentioned include: Marketing information about email recipients is incorrect. Offers submitted are for previously purchased items. and the message sent uses extravagant or inappropriate words. Consumers stated that Personal customization Personalization in email marketing is important to consumers. This is especially true for personal emails. When separated into groups by age It was found that nearly half of the Millennial generation Millennials (46%) say they want personalized email communications from brands, followed by 43% of Gen X and 30% of Boomers.
