An overflowing inbox is an annoying part of work life that is all too familiar in this day and age. As a result, consumers are turning away from brands that are contributing to this digital influx. The biggest perpetrators? Beauty brands.
A new study by Experian Marketing Services says that consumer engagement with emails sent by beauty brands has diminished within the past year. Of 20,000 emails sent from within an array of different industries, those within the beauty sector were proving less and less influential to consumers. Jess Nelson, who analysed the results, tells Cosmetics Design: “compared to the previous year, emails sent by cosmetic companies in Q2, 2012 were 33 per cent less likely to be clicked, and 9 per cent less likely to be opened.”
This is believed to be a direct result of there being just too many emails sent from beauty brands to consumers - it seems that less is truly proving more. Nelson comments: “The cosmetics industry’s downgrade is likely associated with the 29 per cent increase in volume of emails sent… The increased number of emails does not necessarily equate to more sales for marketers.”
What does Nelson suggest? Customisation is key for brands to target consumers in an effective way. Stay away from flooding inboxes as Nelson believes: “Consumers expect marketing to match their individual needs and too many emails, especially if deemed irrelevant, will likely only equate to an increased number of unsubscribes.”
