Email technology is now universally accepted and although it may seem to be a more staid and conservative marketing strategy as compared to the trendy “channel of the month,” the key to email’s effectiveness is indeed its widespread acceptance among your customer base. The tipping point between computer and mobile device email access is finally here, as the latest reports demonstrate that just as many emails are now opened on mobile devices as they are on the more traditional desktop and laptop computers. Unless your brand is leveraging to the extreme every possible way to entice and engage your email subscribers, including incentives to download that all important app, you’re missing out on the entire mobile email revolution.
Older and wealthier individuals grant the highest permission rates
A recent study by GI Insight revealed that fully 73% of all email subscribers provided permission to receive marketing missives to brands which they have previously bought products or services from. Interestingly, the age group which is most likely to provide permission is the 45 to 54 year old segment which reaches an extremely high 80% while the lowest age group is the 18 to 24 year old segment which provides permission to just 67% of all previously purchased from brands. This predilection for older consumers to provide permission becomes even more marked when income is taken into consideration. 89% of all middle aged individuals earning over $200,000 per year are likely to grant permission which is a finding that can certainly be considered counterintuitive.
Loyalty to brands which cater to their judicious perspectives
“The wealthy are very different from you and I” and nowhere is that more evident than in the stated relevance of email messages. 54% of all individuals with a household income which is below $75,000 stated that the vast majority of the commercial emails they receive are irrelevant while when the people who earn more than $200,000 are polled, this percentage drops to barely 22%! This finding has led to widespread speculation as to why the difference is so pronounced. The theory which seems to hold the most weight is the one that the prevalence of high permission rates among the older wealthy consumer is a function of the fact that they have more discerning requirements and are thereby more committed to brands which can cater to their discriminating nature. Therefore, it might seem that the wealthy older demographic might be more resistant to providing permission for email marketing messaging while the opposite is actually true!
More than half of all consumers provide permission to “unknown” brands
Yet another counterintuitive finding of the report is that more than half of the 2,000 consumers which completed the survey stated that they had provided permission to brands with which they had no previous affiliation. The 51% proportion of consumers who stated that they had done so violate the stereotypical image of the email subscriber as it is generally assumed that the majority would actually want to have some level of familiarity with a brand before agreeing to invite their emails into their inbox, but that is not the case. This finding specifically points to an extremely lucrative mobile email marketing strategy. It seems that the average consumer is open to new experiences and new discoveries when it comes to brand loyalties on their mobile devices, and that is an opening which the shrewd email marketer should pay close attention to in order to exploit it to the best possible result for both subscriber and brand.
At a time when fully 71% of all social media users are utilizing mobile devices to access their favorite brands’ online presences, you can’t afford to fail at the critical process of delivering powerful email marketing messaging to this crowd of your prospective customers. Literally every major online brand in the world has made a considerable investment of time, resources and money in maximizing their email marketing campaign strategy and has found it a superlative source of customers. If you haven’t committed yourself to taking full advantage of this seismic shift in the very nature of online access, it’s high time you did!
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