In This Article
    Add a header to begin generating the table of contents

    Impact of E-mail for Building Products Industry

    People connect with brands they trust!

    A recent DMA report found, “People are happy to connect with brands they trust, but they’re increasingly selective about which ones they link up with!”  Findings also show:

    1. 61% subscribe to e-mails from 10 or fewer brands
    2. The number of people who find 50% of their e-mails relevant or interesting has rocketed from 9% to 30%.


    So, what motivates a consumer to sign-up for a brand’s e-mail?

    1. 65% responded “To Receive Offers or Sales”
    2. 61% responded “Discounts”
    3. Only 21% responded “Exclusive Content”

    This would raise the question, is the customer Brand Loyal or Discount Loyal?

    Another interesting fact, which industry sectors do you think do e-mail well?

    1. 56% responded “online retailers”
    2. 49% responded “supermarkets”
    3. 43% responded “high street retailers”

    These numbers should be reviewed thoroughly as more consumers are found to sign-up for the identified categories at a higher rate than say insurance companies.

    When a customer receives an interesting e-mail, what is the most common action?

    1. 64% – Click-through to the company website via the e-mail
    2. 22% – Go to the company website via another route
    3. 56% – Go to the company website directly
    4. 53% – Save the e-mail as reference for another date
    5. 45% – Bear the information for a later date
    6. Only 2% stated they would call the company directly

    An interesting fact, a large number of responses does not use the information immediately and do not click-through the e-mail.

    A common occurrence is for e-mail marketers to judge the success of a campaign over the first 12 to 24 hours, evaluating delivery, open-rate and click-through-rate.  However, the above statistics clearly indicate that 

    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.
    Recent Posts

    Stay In-the-Know with Our Quarterly Publication, The Channel.

    ER_Logo_Horizontal_WHITE copy

    We Provide a Holistic Approach for Your B2B Marketing Needs.


    Build With Us

    Let's get together to talk about your goals, story and how we can help your bring to life real results.

    Scroll to Top