The days of impersonal advertising emails are over

E-mails are increasingly being checked via smartphone.The preferred way to read emails is via smartphone, and this is the case for 70 percent of respondents. However, for a brand's email to really be opened and read, it must meet the requirements of consumers: Instead of impersonal advertising emails, customers primarily want relevant information (60 percent). In second place comes the desire for personalized and needs-based content (14 percent). User-generated content (11 percent) and appealing formats such as embedded videos and images (7 percent) are also in demand. This is the result of the latest Adobe study "E-Mail Use 2017", for which more than 3,000 consumers across Europe were surveyed.Scrolling is annoyingAlmost 41 percent are annoyed when emails from the same brand are sent too frequently. For 33 percent, mailings that are too long and poorly written are the reason for immediately throwing the digital mail in the bin. The situation is similar for emails received on smartphones: For just under 22 percent of respondents, having to scroll for too long to read the email is an absolute "no-go". However, a bulky, non-mobile-optimized layout (18%), too small a font (17%) and long loading times (13%) also contribute to German consumers reacting negatively to email marketing. This increases the pressure on brands to personalize their marketing emails more, react quickly to reader analyses and display their emails optimally on smartphones.