You can safely assume that most of your marketing emails are deleted without being read. That’s according to new research from Movable Ink and Toluna about consumer behavior towards email marketing.
As AdWeek reports, “over half of consumers (54.4. percent) say they delete at least 50 percent of brand marketing emails they receive without opening them.” You’re also facing stiff competition in the inbox, with roughly half (47.7%) of consumers getting 1-5 marketing emails daily and one in four (26.1%) receiving between 6-10.
The data also includes important insights on how often consumers want to receive emails from brands they buy from:
- Daily – 18.6%
- 2-3 times per week – 30.2%
- Once a week – 28.9%
Too many marketers think email is a one-and-done proposition, but just like everything else we do in campaigns, it’s a game of numbers. Your email marketing efforts must be sustained, frequent, and persistent.
Key Takeaways For Political Email Marketers
- Supporters want to hear from you weekly or multiple times a week. Make sure you include a mix of emails that aren’t just fundraising to achieve this volume.
- Provide options for controlling volume of emails, like limiting sends to monthly or weekly.
- Always resend high-performing emails at different times.