Email marketing flourished during the coronavirus pandemic as open rates increased during the last few years, according to a report by Insider Intelligence and eMarketer.
In the US, email is used by 80.0% of the population as of 2021.
Customers are receiving more relevant and individualized email marketing messages thanks to the use of consumer data by businesses.
According to statistics from Fluent from September 2020, 47% of US customers prefer emails from brands featuring deals and promotions.
With 36% of respondents stating that email was their preferred method of learning about major product changes, consumers do expect firms to keep them informed. In the end, half of those surveyed claimed they unsubscribed from receiving emails from certain lists because the content wasn’t entertaining or useful.