Email marketing is arguably one of the most direct ways of reaching out to consumers with more tailored and personalized content. Data from Global Web Index suggests that, despite the influence of newer forms of digital communication such as social and video, email marketing is standing the test of time.
It continues to be one of the top brand interactions, second only to visiting a brand’s website and watching branded videos.
Almost one in four internet users say they read emails/newsletters from brands, with 45-64s being 20 percent more likely than average to say this.
The Middle East & Africa (MEA) region scores lower in this than some of its global counterparts. This is indicative also of the younger audiences in MEA, who also score low in reading mails from brands and marketers in comparison to the older TGs.
