More than 1 billion smartphones are sold in the world each year and manufacturers all face the same challenge: how to make the touchscreen glass more resistant. Screen breakage is now the leading type of phone damage. Consumers want phones that are both bigger and thinner, offsetting strides made in strengthening glass.
Two things are infinite: the universe and human stupidity; and I’m not sure about the universe.
Albert EinsteinA high-end lingerie shop in Hong Kong is promising clients a whole new shopping experience thanks to its 3D-assisted made-to-measure service. A 3D scanning mirror at Rigby and Peller’s takes accurate measurements of a client’s bust in less than a minute, supplementing the tape measurements taken by the lingerie stylist, who can then recommend the most suitable styles and colours for each figure and shape.
With the Internet revolutionising the way we shop, customers are increasingly avoiding dressing rooms, opting instead for the comfort of online shopping that usually offers liberal return policies. In a bid to entice customers back, some shops have been testing various amenities including so-called intelligent dressing rooms that allow users to “try on” different items without having to actually change clothes.
Going one step further, the recent Fashion Tech in Tel Aviv aimed at bringing together the worlds of fashion and technology to see how the two can work together.
Getting a lot of attention at the Frankfurt auto show was the Porsche Mission E, a futuristic, sleek, fully electric sports car from the German luxury car maker. Unlike anything on the road at the moment, it has no rear view mirrors, but instead relies on cameras to cover the blind spots. Capable of travelling 500 km on a single charge, it can replenish its batteries within minutes.
A taste of the car of the future according to its maker: “Since with a concept car you would like to really give a glimpse of the future, you have as a designer much more freedom. You can dare to do things that at least nowadays are not yet legal, but you hope that they will become legal in the future. So we have more freedom,” says chief designer Michael Mauer.
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Email marketers claim emails are all about building relationships. Well, they would, wouldn’t they? It’s what they do for a living, after all. What I do for a living, on the other hand, is conduct research that ensures brands to better engage customers, increase loyalty, and grow their customer bases and profits, whatever platforms they use.
Based on a new survey updating a 2018 benchmark wave, Brand Keys can confirm too many emails can be bad for a brand’s engagement health. We’re not talking SPAM. No, these insights are according to 2,208 consumers, 16 to 55 YOA, who initiated the emails from the brands they evaluated. So, just to be clear, not SPAM.
The bottom line hasn’t changed from what we discovered four years ago; too many emails results in brand disengagement, which reduces loyalty and positive behavior toward the brand. What is new is that 40% of the brands appearing on the 2022 list are new.
And, although Amazon and Groupon appear at the top of the Too Many Emails list, they were the only two brands where consumer engagement was significantly increased (as they did four years ago). All other brands showed significant or directional decreases in consumer engagement, which correlates with lower levels of consideration, purchase, and loyalty.
In ranked order, brands consumers indicted they felt they were receiving too many emails too frequently included the following. Numbers appearing in parentheses indicate where they ranked in 2018.
1. Amazon (1)
2. Macy’s (9)
3. Groupon (2)
4. GAP (3)
5. Home Depot (10)
6. Expedia (new)
7. Uber (new)
8. Booking.com (new)
9. Airbnb (new)
10. Walmart (12)
11. CVS
12. Facebook (new)
13. Banana Republic (new)
14. Apple
15. Overstock (6)
Based on the Brand Keys psychological assessments, consumers categorize emails into four classes:
Replies: Consumers asked, brands replied.
Good News: products shipped or were returned successfully or prices were lowered or money returned to me
New News: Brand actually had something new to tell me that interested me.
No News: Not quite SPAM, but SPAM-like outreach.
The COVID pandemic changed the marketing paradigm for a lot of brands, just as it changed consumer behavior. But what Brand Keys can say unequivocally is while there may not be a perfect formula for how many emails are too many emails, there is a proven methodology to measure how emotionally engaging a brand’s email programming is going to be.
Happily, it can also inform your brand planners how often they out to reach out to consumers – without disengaging them.
