UK consumer responses to brand emails during COVID-19 show a need for greater audience understanding
New findings from Pure360 and emailexpert have identified that many UK consumers want more emails from brands during COVID-19. However, the study showed that this view is polarised across a range of demographics including age, gender and location. This proves that a one size approach to email marketing doesn’t work and brands must invest in understanding their audiences better and use personalisation tactics to better serve different segments.
• Many brands have dialled down the communications via email. 43% men are missing these absent emails, compared to 18% of females.
• 23% 18-24 year olds want more COVID-19 related emails, compared to only 9% of 35-44 year olds
• However, of the millennials, a huge 38% in Scotland want more COVID-19 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%