Marketing emails need to improve relevance – DMA

email marketing - dma

According to the Data & Marketing Association’s (DMA) latest research, over half of consumers (58%) state that they find just a quarter of the marketing emails they receive to be relevant. 

This means that they find little to no value in around 75% of the marketing emails they receive, the industry body found.

However, over the past year, there is a notable decrease in the proportion of consumers that fall into this category. 

marketing emails - dma

Customers who believe that less than one in four emails is valuable has fallen from 69% in 2019 to 56% this year.

Marketing emails

In addition, only one in six consumers (15%) report that at least half of the emails they receive are useful.

“While email remains the most effective and popular way for brands to engage with consumers there is still a lot of room for improvement”, said Tim Bond, Head of Insight at the DMA. 

“Over the past year an increasing number of consumers are finding a higher number of marketing emails useful. 

“However, the fact that most consumers only find 25% or less valuable means that brands must become better at understanding what is relevant to their customers through intelligent marketing”. 

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Channel preferences across the customer journey

The research also highlights customers are keen to engage with a diverse range of communication channels.

Despite email’s supremacy when it comes to customers’ channel preference (77%), brands’ apps, social media and SMS/text have a huge role to play in the eyes of many consumers. 

For example, a brand’s app is favoured by 49% of consumers for pre-purchase information and by 52% for additional benefits – the second-most preferred medium for these types of communication, after email. Whereas social media is for customer service (51%) and post-purchase (50%).