The report was based on data from a survey conducted in June 2018 among 1,001 white-collar workers in the United States who own smartphones.
Some 39% of respondents agree that if they could, they would make emails from brands less about promotion and more about providing information.
Just over a quarter (27%) of respondents want content that's more personalized to their interests, and 12% wish they could purchase without leaving an email.
Respondents say the most annoying things marketers do when creating email offers are sending messages too often (45% cite), crafting messages that are too wordy/poorly written (23%), and delivering offers based on incorrect data (22%).
Respondents say the most annoying things about reading brand emails on smartphones are having to scroll too much (20% say so), having to wait for images to load/needing to download images to see them (18%), too much text (17%), and too small font sizes (17%).
Respondents say the most annoying phrases people use in work emails are "Not sure if you saw my last email..." (25% cite); "Per my last email..." (13%); "Per our conversation..." (11%); and "Any updates on this?"
About the research: The report was based on data from a survey conducted in June 2018 among 1,001 white-collar workers in the United States who own smartphones.
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- Tips, Tricks, and Hacks for B2B Email Marketing Success: Michael Barber on Marketing Smarts [Podcast]
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- Email Newsletters: Nine New Best-Practices
- How to Charge Up Your Email Marketing With Video Enhancements
- When and How to Use Plain-Text Email in Marketing: Use Cases, Design Best-Practices
- Email at Scale: How to Increase Campaigns and Manage Complexity