Despite the cost-of-living crisis and economic challenges, email marketing remains relevant by focusing on relevance, helpfulness, and empathy. The DMA Consumer Email Tracker 2023 reveals consumers’ preference for relevance over offers. Brands must recognize the changing consumer behavior due to increased living costs and prioritize their needs. Flooding inboxes with offers can lead to negative engagement, making relevance crucial for better engagement and conversions. The role of “context” and an omni-channel approach are highlighted. Brands have responded by being helpful, supportive, offering ways to save money, and providing inspiration. Examples from brands like HSBC, Crisis, Sainsbury’s, Samsung, and John Lewis & Partners show how they address subscribers’ needs and provide value. The common thread is usefulness and support, addressing affordability and accessibility. As living costs affect budgets, email marketers should balance promotional content with educational and helpful material to resonate with subscribers.
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