29 Mar 2021
Email marketing is part of a much bigger ecosystem and the way consumers engage with their emails reflects this. This report will provide you with a wealth of deep insights into how subscribers engage with their messages – their perceptions, preferences, and dislikes when it comes to email.
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There are four major types of value; functional, monetary, social and psychological. For brands developing an understanding of how to best leverage each type of value in the right measure for their specific customer cohorts is critical. However, value, like beauty, is in the eye of the beholder, and therefore a one-size-fits-all approach to the value exchange is unlikely to fly. The issue therefore is how to apply the value exchange at scale and this is where the peak-end rule comes in.
The Consumer Email Tracker is highly valuable when it comes to helping marketers walk a mile in their subscribers’ shoes, providing an effective mirror for changing subscriber behaviours, especially when broader drivers are at play. The recently launched 2021 edition (sponsored by Validity) is no exception: the impact of the Covid-19 pandemic, and the continuing GDPR “Halo Effect” are clearly visible, as the following key take-outs show.
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It’s time to go back and plan the future. After a global pandemic that is lasting way longer than anyone would have expected, what will consumer behaviour look like in the coming years? Sit back, relax and enjoy this journey into the future, according to Dentsu’s latest trends.
In February, the Email Council welcomed guests from Virgin Media and Liberty Global to share what they think of the email space - spam, fraud, and the role of legitimate senders. The following Q&A provides a summary of the key talking points from the session.
