The Insight Edit: Email habits of the modern consumer part 2

Leapfrogg Insight Edit

Here at Leapfrogg, we have a panel of over 1000 retail consumers that we engage with on a regular basis to help us understand customer needs and expectations from the brands and retailers they buy from.

Every month, we question them on a range of areas from buying behaviours and brand opinion, to emotional purchase triggers and their recent shopping experiences.

The Insight Edit is our weekly bite size edit of the insight we gain from our panel in our search to truly understand the mind of the premium customer.

Mobile has grown significantly in recent years, and with that, the reliance on email has become a significant driver of revenue. For that reason, this month we wanted to ask our Premium Panel how they view and engage with email marketing from brands and retailers.

In last week’s Insight Edit we looked at what devices and time of day our Premium Panel prefer to receive emails from retailers. Following on from this, we wanted to understand how often our panel would like to receive emails from their favourite brands.

First, we asked our panel to select the frequencies they would prefer to receive an email from their favourite retailers.

The most popular frequency for email was once a week with 33% of respondents selecting this option. However, 17% of consumers expressed that they wanted to receive emails more than once a week.

These figures show that across age and gender there is no specific pattern to preferred frequency. This means that retailers should decide on the frequency of their emails based on the engaging content and offers they can provide, the seasonality and turnover of the product range and, of course, asking those who sign up for emails what their preferences are.

Then, of course, retailers must constantly test, learn and refine based on how their customers are engaging with and responding to the emails they are sent.

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