Amazon, Tesco and M & S top email table

The most popular companies to email consumers are Amazon, Tesco and Marks and Spencer, according to new research.

More than a quarter of the survey said they would most like to receive emails from these companies. Apparently they score the best for easy digital navigation and simplicity.

Of course part of their popularity stems not from their digital strategy or execution but their great reputations for product quality and delivery, value for money and customer care. Without these qualities as a bedrock, no amount of brilliant email marketing would cut much ice with today’s shoppers.

Not surprisingly most respondents said they like to receive emails from brands offering promotions or discounts and over half said they like emails relating to products and services they regularly buy.

Yet a third of the survey said that as a result of an email sent out to them they’ve become interested in brands or products they were previously unaware of, so clearly emails can drive new sales in the right circumstances.

No doubt this last statistic will figure high in future presentations from digital agencies.

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About David O'Reilly

David is a former deputy editor of Campaign and writer for a number of leading titles including Management Today and the Sunday Times. He is a partner in The Editorial Partnership.