{"id":11041,"date":"2020-01-30T14:35:50","date_gmt":"2020-01-30T14:35:50","guid":{"rendered":"http:\/\/www.digitalresponse.es\/?p=11041"},"modified":"2020-01-30T14:35:50","modified_gmt":"2020-01-30T14:35:50","slug":"estudio-percepcion-opinion-uso-email-2020","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/estudio-percepcion-opinion-uso-email-2020\/","title":{"rendered":"How consumers will perceive and use email in 2020"},"content":{"rendered":"<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/Estudio_Consumer_Email_Tracker_2020-1024x357.jpg\" alt=\"\" class=\"wp-image-11042\"\/><\/figure>\n\n\n\n<br>\n\n\n\n<p>Today we would like to echo a study that has been published by the <strong>DMA<\/strong> (Data &amp; Marketing Association) together with <strong>Pure360<\/strong>: <a rel=\"noreferrer noopener\" aria-label=\"DMA: Consumer Email Tracker 2020 (opens in a new tab)\" href=\"https:\/\/www.pure360.com\/white-papers\/dma-consumer-email-tracker-2020\/\" target=\"_blank\">DMA: Consumer Email Tracker 2020<\/a>. It explores consumer opinions and usage of email marketing, with the aim of uncovering possible areas of evolution and improvement. <\/p>\n\n\n\n<!--more-->\n\n\n\n<p>The following is a summary of the points we found most interesting:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Contact channel preferences<\/h2>\n\n\n\n<br>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/graf1-1024x736.png\" alt=\"\" class=\"wp-image-11043\" width=\"462\" height=\"331\"\/><\/figure><\/div>\n\n\n\n<p>As we can see in the graph, users clearly prefer the email channel as a means of contact in most situations, especially when it comes to <strong>receive promotions (59%)<\/strong> o <strong>order confirmations and updates (58%)<\/strong>. However, when it comes to <strong>receive advice, information or tutorials<\/strong> slightly prefer (<strong>39% vs. 32%<\/strong>) face-to-face. These results demonstrate, once again, the great importance of email marketing throughout the customer journey.<\/p>\n\n\n\n<br><br><br><br><br>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/graf2-1024x677.png\" alt=\"\" class=\"wp-image-11044\" width=\"484\" height=\"320\"\/><\/figure><\/div>\n\n\n\n<p>Along the same lines, they take these three touchpoints as a reference: <strong>pre-purchase, post-purchase and customer service<\/strong>to see which is the preferred method of receiving communications. Again, the email channel clearly stands out above all others. It is interesting to see how channel preferences can change depending on where a user is in the buying process.<\/p>\n\n\n\n<br><br><br><br><br><br>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/graf3-1024x671.png\" alt=\"\" class=\"wp-image-11045\" width=\"437\" height=\"286\"\/><\/figure><\/div>\n\n\n\n<p>The<strong> GDPR<\/strong> also features prominently in this study. In fact, it shows how consumers are less concerned about how brands treat their personal data. However, one third of consumers <strong>(34%)<\/strong> still says that <strong>\"often\".<\/strong> wonder how the brands got their email address.<\/p>\n\n\n\n<br><br><br><br>\n\n\n\n<h2 class=\"wp-block-heading\">Personal use of email<\/h2>\n\n\n\n<br>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/graf6-1024x635.png\" alt=\"\" class=\"wp-image-11047\" width=\"453\" height=\"280\"\/><\/figure><\/div>\n\n\n\n<p>How do users use their e-mail? Well, the <strong>20%<\/strong> says he uses it to <strong>receive both personal communications and marketing communications.<\/strong> Therefore, they do not distinguish between which brands they trust more or less or whether the emails received are of a personal nature or not. <\/p>\n\n\n\n<br><br><br><br><br>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/graf5-1024x693.png\" alt=\"\" class=\"wp-image-11048\" width=\"456\" height=\"309\"\/><\/figure><\/div>\n\n\n\n<p>It is not surprising that the <strong>67%<\/strong> of users located in the <strong>age range 18-34 years<\/strong>,<strong> access their email from their mobile phones<\/strong>. We can see that as the age range increases, the tendency to consume emails via smartphone decreases. A 20% in the case of users over 55 years old. On the other hand, devices such as tablets, smartwatches and smart speakers are still far from reaching the figures for the other two devices.<\/p>\n\n\n\n<br>\n\n\n\n<h2 class=\"wp-block-heading\">Receipt and opening of emails<\/h2>\n\n\n\n<br>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/graf7-1024x577.png\" alt=\"\" class=\"wp-image-11049\" width=\"455\" height=\"256\"\/><\/figure><\/div>\n\n\n\n<p>Users stipulate that they receive approximately <strong>54.9 emails per week<\/strong>. A surprising figure, if we compare it with the 73.3 emails received in 2017. Here we can see how the trend of mass mailings disappears and the <strong>personalisation of emails.<\/strong> The objective? To ensure that the contact with the subscriber is always relevant.<\/p>\n\n\n\n<br><br><br><br>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/graf8-1024x648.png\" alt=\"\" class=\"wp-image-11050\" width=\"456\" height=\"289\"\/><\/figure><\/div>\n\n\n\n<p>When users are asked what is the most relevant factor for them to open an email, the most relevant factor is the <strong>55%<\/strong> agrees on the importance of <strong>brand recognition<\/strong> and a <strong>48%<\/strong> pays more attention to the <strong>subject<\/strong>. Hence the need to find a subject matter that is <em>catchy<\/em>The new, attractive and original design will make you stand out from the crowd.<\/p>\n\n\n\n<br><br><br><br>\n\n\n\n<h2 class=\"wp-block-heading\">Content of emails and actions carried out<\/h2>\n\n\n\n<br>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/graf9-1024x557.png\" alt=\"\" class=\"wp-image-11078\" width=\"400\" height=\"217\"\/><\/figure><\/div>\n\n\n\n<p>The <strong>65%<\/strong> of users agree that the contents they prefer to receive in an email are those related to <strong>discounts and offers<\/strong>Therefore, they have a direct benefit for them. <\/p>\n\n\n\n<p>If we look at the rest of the results, we see again the need to understand subscribers to ensure that they are being delivered content that they really want to interact with, especially when it is not directly related to a transaction.<\/p>\n\n\n\n<br><br>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/graf10-1024x724.png\" alt=\"\" class=\"wp-image-11079\" width=\"413\" height=\"291\"\/><\/figure><\/div>\n\n\n\n<p>The vast majority of respondents agree that once they have opened the email, the actions they will take most frequently will be to <strong>click or save the email<\/strong> to look at it in more detail later. However, we see how users are not yet aware of the <strong>share emails and their respective content<\/strong>.<\/p>\n\n\n\n<br><br><br><br>\n\n\n\n<h2 class=\"wp-block-heading\">Registration and deregistration<\/h2>\n\n\n\n<br>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/graf11-1024x699.png\" alt=\"\" class=\"wp-image-11083\" width=\"442\" height=\"301\"\/><\/figure><\/div>\n\n\n\n<p>If we have previously seen that the emails that users prefer to receive are those which <strong>offer any discounts or offers<\/strong>It is not surprising that the main reason for registration is the same (48%). However, they also agree that the fact of <strong>be a regular customer of the brand<\/strong>The fact that they are interested in registering to receive your communications (43%).<\/p>\n\n\n\n<br><br><br><br><br><br><br>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/graf12-1024x694.png\" alt=\"\" class=\"wp-image-11084\" width=\"452\" height=\"306\"\/><\/figure><\/div>\n\n\n\n<p>Finally, in this graph we see how the main driver for unsubscribing is <strong>receiving too many emails (57%<\/strong>). Hence the importance of knowing our database extremely well in order to be able to determine the optimal sending frequency. On the other hand, it is also reflected in the fact that if the <strong>information is no longer relevant to them<\/strong> o <strong>do not recognise the brand<\/strong> (39%), they may well want to deregister.<\/p>\n\n\n\n<br><br><br><br><br><br>\n\n\n\n<p>In the study you will find much more information about each of the areas and you will have the opportunity to have a more complete view about the email channel. We encourage you to read it! <a href=\"https:\/\/www.pure360.com\/white-papers\/dma-consumer-email-tracker-2020\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"DMA: Consumer Email Tracker 2020 (opens in a new tab)\">download<\/a> and have a look at it, it's worth it!<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Today we want to echo a study published by the DMA (Data &amp; Marketing Association) together with Pure360: DMA: Consumer Email Tracker 2020. The study explores consumers' opinions and usage of email marketing, with the aim of discovering possible areas of evolution and improvement.<\/p>","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[],"post_folder":[],"class_list":["post-11041","post","type-post","status-publish","format-standard","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>As\u00ed es la percepci\u00f3n y el uso que hacen los consumidores del email en 2020 - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/estudio-percepcion-opinion-uso-email-2020\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"As\u00ed es la percepci\u00f3n y el uso que hacen los consumidores del email en 2020 - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Hoy queremos hacer eco de un estudio que ha publicado la DMA (Data &amp; Marketing Association) juntamente con Pure360: DMA: Consumer Email Tracker 2020. En \u00e9l se indaga en la opini\u00f3n que tienen y el uso que hacen los consumidores del email marketing, con el objetivo de descubrir posibles \u00e1reas de evoluci\u00f3n y mejora.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/estudio-percepcion-opinion-uso-email-2020\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-30T14:35:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/Estudio_Consumer_Email_Tracker_2020.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"418\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ariadna Gubern\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ariadna Gubern\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/en\/estudio-percepcion-opinion-uso-email-2020\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/en\/estudio-percepcion-opinion-uso-email-2020\/\"},\"author\":{\"name\":\"Ariadna Gubern\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/5e0e9b0842bdb4269390c815a805b8bf\"},\"headline\":\"As\u00ed es la percepci\u00f3n y el uso que hacen los consumidores del email en 2020\",\"datePublished\":\"2020-01-30T14:35:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/en\/estudio-percepcion-opinion-uso-email-2020\/\"},\"wordCount\":918,\"commentCount\":1,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/en\/estudio-percepcion-opinion-uso-email-2020\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2020\/01\/Estudio_Consumer_Email_Tracker_2020-1024x357.jpg\",\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/en\/estudio-percepcion-opinion-uso-email-2020\/\",\"url\":\"https:\/\/www.digitalresponse.es\/en\/estudio-percepcion-opinion-uso-email-2020\/\",\"name\":\"As\u00ed es la percepci\u00f3n y el uso que hacen los consumidores del email en 2020 - 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