As the holiday season approaches, retail marketers are gearing up for their most critical time of the year. Email campaigns play a central role in their strategy, but despite careful planning and crafting of messages, 31% of consumers delete emails within seconds based on the subject line alone, according to data from Validity.
This trend of quick deletions is particularly prominent among Millennials and Gen Z. The sheer volume of emails being sent is a major contributing factor. Validity reports that global email volumes for legitimate, permission-based emails have doubled since the start of the COVID-19 pandemic in early 2020, and even as the pandemic subsided, the influx of emails did not.
While it may seem like younger generations are moving away from email in favor of other channels, the reality is more nuanced. Guy Hanson, VP of customer engagement at Validity, notes that all age groups still engage positively with email, with engagement increasing as individuals grow older. Factors such as education and income also influence channel preferences.
However, the landscape of consumer preferences is evolving. Sophie Cheng, SVP of product marketing at Sinch, highlights a shift in consumer preference away from email towards channels like WhatsApp. Sinch’s research reveals a 5.5% decrease in email preference this year, accompanied by a 5.1% increase in WhatsApp usage among consumers.
Interestingly, traditional marketing tactics like multichannel experiences and personalization are also facing challenges. Demand for multichannel experiences has decreased by nearly 7%, and one in six consumers finds personalization to be invasive. Complaints about overly personalized messages have risen by 43% from the previous year.
Despite these challenges, email remains a valuable tool for brand building. Hanson emphasizes that email, when done effectively, can keep brands and their products top of mind for consumers. Measuring the brand impact of email campaigns can be challenging, but metrics like site traffic, search volume, and sales spikes can provide valuable insights.
During the busy holiday season, marketers should be mindful of email deliverability and inbox placement. Scheduling bulk emails at strategic times, such as 15 minutes past the hour, can improve visibility and engagement. Additionally, crafting effective subject lines is crucial during peak times like Black Friday and Cyber Monday.
When it comes to subject lines, Hanson advises against being overly clever and recommends front-loading offers for visibility. Emojis can add impact and prevent truncation, while personalized subject lines tailored to consumer interests can enhance engagement. While AI can assist in generating subject line ideas, it’s essential to add a human touch for brand-centric language and authenticity.
In conclusion, as consumer preferences evolve and new channels emerge, marketers must adapt their strategies to meet changing expectations. Providing consumers with choice and delivering consistent experiences across channels are key factors in building brand loyalty. By focusing on the optimal channel rather than striving for omnichannel perfection, brands can better engage with their target audience and drive meaningful results.