Brands have an opportunity to segment and personalize email campaigns to drive even more success and engagement, particularly with millennials. This trend will continue over time, as email continues to reign as one of the most effective tools to engage with consumers in a personalized way, at scale.
Key takeaways from the survey:
- More than half of those surveyed in the US, check their personal email account more than 10 times a day, and it is by far their preferred way to receive updates from brands.
- 76% of consumers agree that retail brands are sending relevant, accurate emails which reflect their shopping preferences, location or purchase history.
- Across verticals, the top reasons consumers will open an email from a brand are personalization and discounts. Consumers are just slightly more inclined to open an email offering a discount (72%) than one with a personalized subject line (62%).