You've Got Mail? Then Start Using It

UK consumer responses to brand emails during Covid-19 have show a need for greater personalisation.

New findings have identified that UK consumers want more emails from brands during Covid -19 - but a one size fits all approach doesn't work.

The study from Pure360 and Emailexpert showed that this view is polarised across a range of demographics including age, gender and location. Brands must invest in understanding their audiences better and use personalisation tactics to better serve different segments. While many brands have dialled down their communications via email during the pandemic it would seem that:

  • 43% men are missing these absent emails, compared to 18% of females.

  • 23% 18-24 year olds want more emails, compared to only 9% of 35-44 year olds.

  • However, of the millennials, a huge 38% in Scotland want more emails compared with 14% in England.

  • Men were more likely to want to be updated more frequently by brands at 16.5% compared with women at 4.5%.

For many brands, this poses a significant challenge – many having to respond based on gut over data.

This missed opportunity for brands may lead to a reduction in competitive edge at a time when it is most needed.

 

 “It is essential for businesses to know their audience and understand the kind of personalisation that leads to positive brand engagement.”

– Komal Helyer 

VP Marketing, Pure360

 

Personalisation Techniques

“The findings prove that one size doesn’t fit all. There is a clear necessity for brands to understand their audiences better and to use data driven personalisation techniques to improve engagement," continues Pure360's Helyer. “The way a brand responds to a crisis can have a lasting impact on their long term success. Dialling down communications at a time when consumers might want greater assurance could leave competitors open to stealing the march.”

Picture: UK consumer responses to brand emails during Covid-19 have show a need for greater personalisation.

Article written by Cathryn Ellis
22nd June 2020

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