American consumers are equally likely to visit a brand’s website or make a purchase after receiving an email campaign, suggests a new report from Fluent.

More than 26 per cent of consumers spurred by an email campaign will either visit a brand’s website or make a purchase, according to Fluent’s Inbox Report: Consumer Perceptions of Email. And a lot of that action is taking place on mobile devices.

About three in five consumers check their email on the go, and 75 per cent of Americans say they use their smartphones most often to check it. Approximately 50 per cent of consumers have made purchases on mobile websites upon receiving an email from a brand, while 35 per cent checked-out on computers, and 27 per cent in stores. Mobile app purchases lagged not far behind at 24 per cent.

Fifty-seven per cent of people between the ages of 18 and 24 make a purchase on a mobile device after getting an email, but only 29 per cent of them do so from a laptop or computer. If given the option to make a purchase through a computer or in a physical retail store, 31 per cent choose the store. Retail and consumer product email lists are the most popular among Americans at 27 per cent. Daily deals came in second at 23 per cent, while subscription services such as Netflix came in third at 19 per cent. Only eight per cent of people are signed up for political and nonprofit group email lists.

More than 50 per cent of Americans say they get too many marketing emails. Source: Fluent Inbox Report.

Don’t over-do it

Email campaigns work when they reach their intended audience, but only 15 per cent of Americans frequently found marketing emails to be useful and more than half of them suggest they get too many.

And when that happens, survey respondents said they either ignore them or unsubscribe from that list altogether.

“It’s critical to aim for a “sweet spot” with your email marketing – frequent enough to spur purchases and brand awareness, but not so often that consumers unsubscribe,” the report says, adding millennials are the easiest for marketers to reach.

“Millennials are less likely to think they receive too many emails and are more likely to view email as a less annoying marketing tactic compared to direct mail or SMS.”

Only 37 per cent of Americans between the ages of 18 and 34 thought they received too many marketing emails.

Fluent’s report also said that more than 78 per cent of email users say they will continue to use email about as much or more than they currently do in five years. The report was conducted online within the U.S. on Nov. 28 2017 and collected data from more than 2,600 adults (aged 18 and up).

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