As the sun sets on the most sustainable Glastonbury Festival ever, research from email marketing and transactional solution Mailjet reveals a peak in UK and US marketers’ interest in executing values-based campaigns.
The study was conducted via a series of email marketing tests sent to Mailjet’s database of over 75,000 marketing subscribers across Europe and America. Recipients were sent different subject lines regarding how to use email marketing to best showcase different mainstream values.
In particular, 29 per cent of UK and US marketers opened the direct marketing campaign related to information on how email can be leveraged to better communicate that sustainability is at the core of their brand values.
Michyl Culos, head of marketing communications at Mailjet, comments, “We’ve seen a wave of high profile media events this year around climate change, with Sir David Attenborough’s appearance at Glastonbury another crowning moment. Sustainability has become one of the most demanded brand values by consumers, and clearly more and more brands concerned about their environmental impact are looking at how to put this at the forefront of both their actions and branding initiatives.”
Safeguards are key when discussing brand values
Michyl Culos continues, “Showcasing a brand’s values requires an authentic and transparent approach. If a brand is seen as not actually caring about a value and just surfing it, consumers will take notice. For this reason, it’s key for brands to use tools with safeguards in place so that communications around brand values (among other subjects) can only be sent once approved by the appropriate person internally.”
With London Pride taking place this weekend to round off a month of LGBT+ celebrations, the findings also highlight that marketers are looking for information on how they can demonstrate the fact that their company embodies their diversity values. The tests noted an increased open rate of 27 per cent for UK and US marketers engaging with content on how brands can put forward inclusivity messages through email campaigns.
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