As an email marketer you want to know views and behaviors of consumers that have the greatest impact on your marketing results. so I couldn’t exclude our own Email Addiction research. Here we asked consumers about use and attitude about email marketing.
One of the questions goes into the email marketing innovations that consumers are most interested in. 38% wants to see emails that include product ratings. 35% wants offers based on their past purchases. This shows that consumers are looking for qualification and relevance to help the decision to click (and convert). Surprisingly, the enthusiasm for location based email is also high with 31% seemingly no big concern of brands being too intrusive. Native video in email, with 14%, is generally not thought of as the killer consumer innovation. Email marketers have been raving about video being the upcoming trend. But according to the popular opinion it is not a winner compared to a good relevant offer with supporting information.