2013 is well underway and has already seen its fair share of studies and infographics of all kinds flood the web in recent weeks.
When asked: "What's new, doctor, in the email marketing market?", we wouldn't know where to begin, there's so much to say.
So let's start by talking about usages and trends by focusing on the very good SNCD Email Marketing Attitude 2012 study.
SNCD EMA Study 2012
One of the main takeaways from reading the study is undoubtedly the increasing use of new devices (tablets, smartphones, smart TVs) to access the Internet and check emails.
The use of these new media leads to changes in the way internet users «consume» their emails:
Differentiated reading according to email type
Thus, even though the computer remains the primary device for checking emails, whether professional or personal, checking via new devices varies depending on the type of email.
– 25% des répondants de l’étude déclarent consulter des emails personnels via leur smartphone Vs 17,03% pour des emails professionnels
– The gap is less significant for tablets: 6.2% vs 5.7% for professional messages
– Widening gap for connected TV, which remains a fun but still underused medium, with 2% for personal emails
A reading of personal messages differentiated by the time of day
The time of day is a crucial factor in deciding which device to use for checking personal emails. Therefore:
During the day, smartphones are used a lot at any time slot, except before 7 am and after 8 pm.
The computer is also used a lot throughout the day, except between 12pm and 2pm.
– Conversely, the tablet and smart TV are overused after 6 p.m.
A different email checking frequency depending on mobile devices
– Smartphone users are thus 85%% to check their emails at least once a day and 62.9%% several times a day compared to 46.7%% for tablet users
– and it is tablet users who check their emails least often (less than once a week)
The increasing use of these new supports offers brands new opportunities:
– Increased opportunities for contact and consultation
– Different times of day for more targeted and tailored messages
- An off-site consultation facilitated, and therefore the possibility of triggering more qualitative visits to websites
– Easier online shopping thanks to the use of tablets
– …
But to benefit from the development of these new uses, brands must adapt, tailoring their discourse and content to different platforms and consumer expectations.
Without genuine thought and added value for the consumer, there will be little to no real benefit for brands.
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