According to a new DMA report, the number of consumers signed up to receive emails from brand they like and trust has remained stable at 90% year-on-year.
Consumer approval of email marketing has remain unchanged in the past 12 months, with one in four people (28%) saying that more than half of the emails they receive being of relevance to them; 50% still find at least one in three emails ‘relevant or interesting’.
Desktop remains the primary device for reading emails for 75% of consumers, with 57% saying they also access emails on smartphone. However, most mobile users (68%) would wait until they’re on laptop to buy a product they saw in an email on their phone. Just 7% say they would actually buy straight away using their phone.