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Email: Just Because You Can Doesn’t Mean You Should


Email marketing is going strong, and for good reason: it’s a cheap and easy way to reach a lot of people. But, while the value — and ubiquity — of email cannot be overstated, consumers and customers have become overwhelmed by the excessive offers they receive in their inbox.

A study by Campaigner a few years ago, revealed that 49% of people believe they receive too many marketing emails. While this study is a few years old, it is safe to assume that the 49% of consumers is still an accurate representation of consumer thoughts, in fact, it is also probably safe to assume that that percentage has actually increased over the years. Because the amount of email certainly has.

A recent survey done by Zipwhip, found that just over half of the participants (51%) are less excited to receive emails than they used to be. The thrill of receiving offers digitally is long gone. In fact, most consumers likely feel overstimulated and bombarded by virtual marketing. This is especially true given the heavy reliance of all things virtual due to the COVID-19 pandemic.

Research has also found that people rarely, if ever, check their junk email folders. 43% of participants never check their junk folder. Only 22% of participants often check it. This creates additional problems for email marketers. They have to ensure that their emails are ending up in the unread inbox first, but then also have to make them interesting and relevant to actually get them opened and read.

The overall conclusion of the Zipwhip study is summed up by CEO John Lauer, “there is a time for email but it’s not the catch-all communication medium it used to be.”

What is the best way to continue marketing with email? Go back to your data.

Businesses need to understand their audience to be able to offer the best balance of emails to get the best results. The “spray and pray” method of sending tons of offers to as many people as possible is obsolete — and dangerous — when the unsubscribe option is right there for the consumer to click.

Take the time to research and analyze your audience before hitting “send” on a massive email list.

In the case of email marketing, less can definitely be more.

Just ask your customers.

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