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Want to Avoid the Trash Can? Tailored Emails Are a Must

Email marketers must consider recipients’ frequency, personalization preferences

August 20, 2015 | Advertising & Marketing | Email

Taking email recipients’ frequency and personalization preferences into account is imperative for subscriber retention, based on recent research.

Actions that Companies Can Take to Prevent Them from Unsubscribing from Marketing/Advertising Emails According to US Email Users, May 2015 (% of respondents)

When a May 2015 study by Flagship Research for BlueHornet asked US email users who had decided to unsubscribe from marketing emails what actions companies could take to prevent them from doing so, 40.6% of respondents said they wanted the option to receive emails less frequently. Also related to frequency was the fact that 14.1% wanted to “snooze” their subscriptions.

Further responses also emphasized the value of offering personalized experiences in order to keep subscribers. The majority of respondents also cited various actions related to personalization—from having the option to indicate preferences themselves to receiving more personalized content to personalized emails based on past purchases and browsing behavior.

To prevent themselves from getting another click on the “unsubscribe” button, companies would be wise to consider consumers’ frequency and personalization preferences from the start. In terms of the former, email users were most likely to prefer to receive marketing emails weekly, cited by 43.8%. Fewer than 10% wanted to get them daily, and 14.0% preferred receiving such communications several times per week.

Types of Data that US Email Users Expect Companies to Use to Personalize Marketing/Advertising Emails, May 2015 (% of respondents)

When asked about the types of data they expected companies to use to personalize marketing and advertising emails, respondents were most likely to cite past purchase history or interests they had provided themselves. The majority also said they expected companies to use their birthday, website behavior and gender, while fewer held marketers to the standard of integrating online and offline data.

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