What perception and use of email do users have today?

 What perception and use of email do users have today?-Overview

The  email marketing  is a discipline that is still effective year after year. But for it to continue to work, strategies have to evolve and adapt to consumer habits.

And to do this, the first step is to understand how users use email and what they think of the techniques marketers use to communicate with them. 

So let's look at 10 data from the DMA study  : Consumer Email Tracker 2020  (prepared by the Data & Marketing Association in collaboration with Pure360) to know how to update our email marketing in 2020.

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What are users' perception and use of email today?

10 facts about the use and perception of email in 2020

1. Users prefer email as a communication channel when  receiving promotions  (59%) and notifications about their orders (58%). However, they prefer to receive advice, information or face-to-face tutorials and appointment reminders by SMS.
2. Email is the  preferred communication channel  both before the purchase (45%) and for after-sales service (54%) and customer service (40%).
3. 65% of users say that the content they prefer to receive are  discounts and offers . Therefore, we see the importance of providing immediate value to consumers through email marketing.
4. 20% of users have multiple email accounts to receive marketing and personal messages. 12% have an account to receive both personal and brand emails they trust, and 11% completely separate marketing and personal communications.
5. According to their own estimates, users receive about  55 emails a week . This number is decreasing, since in 2017 they were 73.
6. The most frequent reasons for  joining  a mailing list are to receive discounts and offers (48%) and to be a regular customer of the brand (43%).
7. On the other hand, the three most frequent reasons for  unsubscribing  are receiving too many emails (57%), not recognizing the brand or not remembering having registered (39%) and that the information or the brand is no longer relevant to them ( 39%).
8. Consumers' concern regarding the handling of their  personal data  has diminished thanks to the GDPR. However, 34% still often wonder how their email address got a brand, and 50% ask occasionally. In 2017 these percentages were 43 and 38%, respectively.
9. 67% of users between 18 and 34 years old read their emails from their  smartphone . In the case of those over 55, the trend is reversed, as 67% do so from the  computer .
10. The most important factor in deciding to open an email is  brand recognition  (55% give it importance), followed by the  subject  (48%). On the other hand, the element they give the least importance to is the moment they receive it (20%).

To know more: Email marketing trends to get more sales in 2021