Email service provider BlueHornet released a study recently about Consumer Views of Email Marketing, which includes highlights not only as stats, charts and takeaways, but also adds a human touch with a video of consumer interviews (including outtakes!).
The study reaffirms the importance of email as an interactive medium. It also warns that users can tell when email marketers have tried to skimp on making emails look great and work properly, which means that “your time saved is consumers’ time wasted”. Respondents interviewed in the video were unanimous when it came to how to handle an email that doesn’t look right when opened: They simply delete it. Users also expect their email experience to be personalized and valuable so their tolerance for irrelevant content is very low (surprise surprise).
One of the nicest things about this study is the concept behind the study itself. So many studies these days promote best practices born out of the interpretation of data, which is of course super important, but it can also cause marketers to think of their subscriber behavior in terms of ‘stats’ and not in terms of emotional reactions. This study is a nice reminder for marketers to think of their email recipients not only as subscribers, but also as people who expect to benefit in some way from each and every email they receive, whether it be a discount, coupon, product sneak peek, interesting news, or sheer entertainment.