In November 2016 we learned that 84% of consumers found less than half of their emails ‘interesting or relevant’. This came as a bit of a shock, as email’s consistently named the preferred channel for customers to receive marketing from brands. In fact, it seemed quite plausible that marketers had been given rather short shrift when it came to the evaluation of their campaign content.
The recent Marketer Email Tracker Report 2017 from the DMA puts paid to that idea. According to findings, only 9% marketers surveyed said that all their emails are relevant to their customers. Perhaps more worryingly, only two in five (42%) said that ‘some’ of their emails are relevant.
While it’s helpful to customers that marketers can identify and acknowledge their shortfalls when it comes to email relevancy, this is just the first step to solving the issue – and those who champion email will need to act fast to salvage its title. Skip Fidura, our Client Services Director and chair of the DMA’s Responsible Marketing Committee comments:
“The warning signs are there. Over half of consumers have considered deleting their email account to control the flow of marketing emails they receive. As email marketers, we have a responsibility to our customers, to ourselves and to our businesses to keep our channel not just viable but thriving long into the future.
It all hinges on trust.
Both parties put a great emphasis on ‘trust’ as the key motivator for email signups. For marketers, having a ‘trustworthy reputation’ was found to be the most effective way to bag initial customer data (38%), with consumers across all age groups agreeing. And this finding isn’t exclusive to the Marketer Email Tracker. A recent Forrester report found that creating a trust-worthy, resonant relationship beats offer-led marketing in the race to secure long-term email engagement. Consumers will quickly disengage and move on if marketers can’t do enough to prove their value-adding status.
Email remains ‘important’ or ‘very important’ for the majority (95%) of marketers.
It’s time we address this disconnect. Marketers are happy to acknowledge a reliance on email marketing to generate healthy ROI. Yet they admit their failure to create campaigns that sufficiently engage customers to the level they expect. Perhaps this discrepancy is the result of an underestimation of the customer’s expectations; or it could be that a lack of sufficient resources means that marketers aspirations can’t be reached in day-to-day practice. At dotmailer, we suspect the truth is a combination.
One thing ‘s certain: Email is valuable to consumers and marketers alike. The balance needs to be redressed now before it’s too late.
Want to get more info on building a better email relationship with your contacts? Download our best-practice guide: 5 tactics for better email practice.