Marketer Email Tracker 2020

Welcome to the Marketer Email Tracker 2020, in partnership with Pure360.

Earlier this year, we explored consumer’s likes and dislikes about email. Now it’s time to see how those compare to the views of the marketers that work in the industry.

We are all facing challenging times, and email has already shown its ability to be the key medium for organisations to communicate with their customers. Brands are using email as the primary way to provide customers with advice, reassurance and updates.

This latest report reveals emails’ position as leading the way for all channels for most marketers, across the contexts and touchpoints analysed.

Marketers use emails to share engaging content and the latest information, moving far beyond from being a simple channel to share ‘Discounts and offers.’ However, opportunities are being missed that should be considered by brands.

Indeed, ‘Email receipts’ and ‘Access to other benefits’, have shown a significant disparity between consumers liking this information in emails and marketers seeing them as effective.

As Mark Ash, CEO at Pure360, explained: “Email continues to evolve to meet the challenge of an integrated digital world by providing a more diverse range of messages than ever before and delivers impact across every stage of the customer lifecycle. With customer experience now being the driving force behind marketing effectiveness, email marketers need to focus their energies on understanding how we can properly maximise its effectiveness in the right way to add value to the customer experience”.

Read on to find out more about our exploration of email through the eyes of those that use it every day.

Marketer Email Tracker 2020

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