It might be worth giving your email designers the week off occasionally.

It might be that something different grabs people’s attention or it could be that people can read text emails.  Recent text only campaigns Data Media and Research have sent out have seen results as good as the emails with images. However with further investigation it appeared that although the number of people responding was similar it was a different group of people.

This then led to undertaking some research (as part of a bigger study) to ask people how they preferred their marketing emails to be presented.

The outcome was as follows:
Of the 1072 people who recently participated in our survey…

The majority (46.60%) would prefer just images. However, this is shortly followed by 43.50% of people preferring just text.

The figures above are quite interesting, especially when you consider that only 8.70% would like both & 1.20% have no preference at all.

The highest results came from respondents aged between; 35 – 44 & 55+. A majority of which would just prefer images  This relates back to the previous mentioned figures, these two age groups are amongst the highest in the “just images” & “just text” categories.

What would you prefer?

Are you one of the 93 people that would like to have images & text?

Interestingly females would prefer “just images”  but a majority of males would prefer “just text”.

What does this research mean in real terms?  Well if nothing else it might be worth either asking people how they would like to receive emails and/or test an alternative to what you are using at the moment.

The sample used for the survey is representative of the UK population

Research conducted by Zussi Research

Sara Watts
Managing Director Data Division
Data Media and Research Ltd www.dmri.co.uk

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