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Nearly 75% of UK Internet Users Get Regular Emails from Retailers

Remaining channels a mix of traditional and digital communications

Nearly three-quarters (74%) of UK internet users ages 18 and older surveyed by Zeta Global in January 2017 received information from retail brands via email over the past year. That gave email a response rate far higher than any other channel.

Channels Through Which UK Internet Users Regularly Receive Product/Service Info from Retail Brands, Jan 2017 (% of respondents)

The remaining communication methods trailed email by wide margins, and were a mix of traditional and digital channels.

Direct mail was the second most used communication channel, cited by 19% of respondents.

That gave mail a slight advantage over Facebook ads, which served as a medium for 18% of those polled. eMarketer estimates that about half (49.3%) of the UK’s population will be Facebook users by the end of the year.

Marketers looking to capitalize on email’s effectiveness to reach their target audiences should keep a few things in mind. A December 2016 survey from the Direct Marketing Association UK (DMA UK) found that UK internet users listed something that saved them money—coupons for goods or services, free samples and free delivery—as the top reasons for signing up for correspondence. That varied significantly from UK marketers, who believed that a trustworthy reputation was the top reason for email opt-ins.

Ben Clague

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