An email list can be at the heart of an organization’s customer communication strategy. If managed effectively, email communication can foster deeper and more profitable relationships with customers and potential customers.

BlueHornet surveyed 1,000 U.S. consumers about their thoughts on email marketing. There are many insights to glean from the study, and below are five sets of data about email marketing that are directly relevant to customer experience.

1. The top-three reasons consumers sign up to receive emails from companies are:

• To receive discounts (95%)
• To get product or service updates (57%)
• Because they love the brand (56%)

The important message to take away from these findings is that your customers will not open or act on emails that aren’t relevant.

As BlueHornet puts it, “Understand the reasons why your brand’s customers sign up for your emails, then give them what they want and expect.” For example, customers who purchase retail items might want to know when you are having sales and would probably want to receive coupons or discounts for similar items. When alerting customers about company news or information, decide whether it’s really necessary; if it directly affects their wallet or their time, let them know.

2. When asked, “Is it OK for companies to send promotional emails if you made a purchase, but didn’t sign up to receive emails?”

76% of consumers said “NO.”

This is an easy one. Do not automatically add customer emails to any list without their permission. Always be clear with your customers about how you plan to use their information before they supply it. Otherwise, you could possibly offend your customers and appear untrustworthy.

3. 76% of consumers expect to get a welcome email when they sign up to receive them

Most of us are accustomed to receiving a welcome email from companies with whom we’ve recently shared our email address. It’s a great way to introduce yourself and to help orient your customers to your business.

A few must-haves for your welcome email:

• Key information to start the experience off right
• Proactive information designed to prevent post-purchase confusion or problems
• An FAQ, if applicable
• An incentive for a future purchase
• Contact information for questions or issues

4. 37% of consumers share emails to their social networks (Facebook/Twitter)

Be tactful and appropriate when crafting emails that are sent to all of your customers. The content of your emails might end up somewhere you did not intend, so always maintain a professional approach.

Also, consider that your messaging might have a broader business reach due to social sharing.

5. 70% of consumers delete emails that do not render well on a mobile device

This statistic really speaks for itself. Even worse, 18% will actually unsubscribe when they receive a mobile email that doesn’t look good!

Email communication is a powerful tool when done right. Let the above statistics help guide you as you seek to maximize the effectiveness of your email list.

(Note: The links from this study have been removed and we cannot locate a current source link for the report.)