Intelligent CIO North America Issue 08 | Page 38


‘‘ business

The survey data points out that a subject line showing the content is personalized to the recipient ’ s interests matters more than discount codes or sales .
The main reason people want to hear from brands more often is to snag regular or one-off special offers . In addition , our study found that email is still the number one preferred method for all types of brand communication , even over SMS .
Over the past year , email has played a key role in helping brands stay in touch with customers throughout a period of unprecedented challenges and uncertainty .
What do people expect from brand email communications ?
With an increase of emails in contacts ’ inboxes , maintaining good email engagement levels requires careful monitoring and dedication .
Of course , brand recognition is also an important factor in email effectiveness , but there is a balance to strike on how often to communicate with audiences .
It all starts with understanding what their customers ’ habits are , and then being able to effectively tailor email marketing campaigns to better reach them .
Almost 80 % of respondents want to hear from the brands they love at least once a week , and 52 % of them actually prefer receiving brand communications more than that .
We ’ re hopeful that the lessons from The Path to Email Engagement in 2021 study provides email marketers with information to better position their brand to stay in touch with its customers . p
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