People Prefer Email for Brand Outreach in the UK - eMarketer

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People Prefer Email for Brand Outreach in the UK

A brand's best route to the consumer remains email

October 9, 2015

Digital advertising is under the microscope like never before, with the ad-blocking phenomenon another stick to beat the industry with. And even though ad blocking is less of a thing in the UK than numerous other countries in Western Europe, it's only going to get bigger now that there's iOS support for this type of software. But while the media clamor around the evils of digital advertising is reaching fever pitch, one type of digital marketing continues to fly under the radar.

Primary Way in Which UK Office Workers Prefer to Be Contacted by Brands, July 2015 (% of respondents)

According to July 2015 research by Adobe, brands looking to connect with consumers in the UK should continue to consider email. The research found that 63% of office workers in the country who own a smartphone preferred to be contacted by brands this way, vs. just 6% by social media and 5% by mobile apps.

Ipsos Mori research from April 2015, meanwhile, found that emailing was a very common activity among consumers in Great Britain. Indeed, it was the most common activity, with 79% of respondents saying they'd used email in the past three months.

Digital Activities of Consumers in Great Britain, April 2015 (% of respondents)

Such rates of usage should come as no great surprise. Like most things in the digital space, email is becoming an increasingly mobile practice. June 2015 research from Movable Ink found that 71% of total email opens in the UK during Q1 2015 took place on mobile devices.

Consumers are happiest to be reached via email and they're very often engaged with email, across devices and likely day parts. In the face of increasing consumer unrest with digital marketing tactics, email looks like a very safe play, and a sound one at that.


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