Around 80% of marketers say their brand’s email engagement has improved over the last year

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 06, 2020, 4:56 PM UTC

HubSpot’s 2020 State of Marketing Report also found that brands make an average of $42 for every dollar spent on email advertising.

The study found email marketing continues to drive engagement and offer benefits to marketers. Majority of consumers sign up for emails that offer direct value to them. Nearly 28% of users subscribe to branded emails to get notified about sales, promo codes and discounts from the company.

While more than 50% of marketers send emails between three and eight times per week, consumers often unsubscribe emails over frequency. 51% of customers said they have unsubscribed from marketing emails because “emails come too often”.

The article suggests businesses should prioritise valuable content over promotional content. They should further avoid spammy or over promotional content as non-valuable content can lead to customer frustration and ultimately high unsubscribe rate.

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