Only five seconds to assess the relevance of mailings

Many people decide within five seconds whether an email is relevant.The survey shows that consumers are willing to disclose some personal data if this results in a targeted communication approach. For example, half of those surveyed would disclose information about their interests, place of residence or birthday if they were addressed more individually in return. For half of the companies surveyed, the future lies above all in the area of personalized video communication, and the results with regard to the use of mobile technologies are also remarkable:

• 74 percent consider it impolite to check emails in meetings and discussions, 28 percent do it anyway.
• 78 percent are bothered by phone calls in public, 39 percent of those surveyed admitted to making phone calls in public.
• 82 percent refuse to check text messages such as SMS or WhatsApp during business lunches - 26 percent do it anyway.

For the study leaders, it is clear that the key to more intensive interaction with consumers and customers lies in a personalized, target group-oriented approach. Companies need information to ensure a targeted approach with suitable tools. This applies equally to content and to digital or analog channels.The survey was conducted in May 2016 by Coleman Parkes Research in Germany, France and the UK. A total of 234 companies were surveyed.