Ian Gibbs, insight director of the DMA UK, discusses the increasing effectiveness of email marketing based on recent metrics. While the cost-of-living crisis has presented challenges, it has also created opportunities for marketers to nurture customers through difficult times. The “Consumer Email Tracker 2023” report by DMA UK reveals that more consumers find email brand messages useful, doubling from 15% to 32%. List segmentation processes post-GDPR have improved, allowing marketers to engage consumers with relevant opportunities. Consumers rank email as their preferred channel for receiving brand messages about discounts, offers, sales, new products/services, and advice. Click-through rates have risen across all types of email communications. Consumers are using separate inboxes for personal and marketing emails, with 37% keeping them separate. Some consumers use specific email addresses to receive marketing emails from their trusted brands. However, ad avoidance behaviors and changing email services make the email marketing landscape more complex. Transparency in email address acquisition is increasingly important. Overall, email’s effectiveness is growing due to improvements in targeting, content, communication efforts, and consumer behavior.
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