Pathwire Study Reveals Ways B2C Brands Are Missing Opportunities to Connect With Customers
Summary
As part of its public debut, Pathwire has published a research report that evaluates global consumers’ habits around checking their personal inbox and how they interact with the emails they receive from B2C brands. The research reveals consumers’ strong desire for more connection with the brands they love and that email is still an incredibly predominant form of communication. The study also uncovers that the top reasons for subscribing to an email list are to get a one-off discount and to regularly receive special offers. “Even as inboxes are getting more cluttered, we’re seeing a strong need for personal connection between consumer and brand, which could be a sign of these isolated, socially-distanced times,” said Nicole Jacobson, VP of Marketing, Pathwire. “Discounts may compel people to sign up for an email, but personalized content and a sender they identify with is what drives them to open and remain engaged over time.” The path to creating connected experiences around the world Businesses are vying to reach customers at precisely the right time to increase engagement with their audience, and new technology provides an opportunity for brands to expand their reach.