{"id":14869,"date":"2024-01-19T00:00:00","date_gmt":"2024-01-19T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/email-cx-key-takeaways-2\/"},"modified":"2026-07-24T15:35:11","modified_gmt":"2026-07-24T15:35:11","slug":"email-cx-key-takeaways","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/fr\/blog\/email\/email-cx-key-takeaways\/","title":{"rendered":"Principales conclusions de l&rsquo;\u00e9tude Sinch Mailgun sur l&#8217;email et l&rsquo;exp\u00e9rience client 2024"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">No one denies that email is an important connecting point between businesses and consumers as well as applications and users. Now, a new study shows just how crucial the inbox is to brand communications and the overall customer experience.<\/p>\n\n<p class=\"wp-block-paragraph\">As organizations adjust to updated <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/gmail-and-yahoo-inbox-updates-2024\/\" target=\"_tabs\" rel=\"noopener noreferrer\">bulk sender requirements from Gmail and Yahoo<\/a>, it\u2019s more important than ever to ensure you do what you can to keep people engaged.<\/p>\n\n<p class=\"wp-block-paragraph\">Late last year, Sinch Mailgun surveyed more than 2,000 consumers in the U.S., UK, France, Germany, and Spain to find out how they prefer to hear from brands. The survey also asked consumers how they interact with their inboxes and what motivates them to engage with email communications.<\/p>\n\n<p class=\"wp-block-paragraph\">We\u2019ll explore some of the key findings from the research below. You can also download the full report, \u201c<a href=\"https:\/\/www.mailgun.com\/resources\/research\/email-customer-experience\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Email and the customer experience<\/a>\u201d.<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-5517\"><p class=\"h5 m-0\" id=\"toc-title-5517\">Table of contents<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#email-is-the-top-choice-for-customer-communication\">Email is the top choice for customer communication<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#where-do-consumers-view-emails\">Where do consumers view emails?<\/a><a class=\"scrollme link-body-color\" href=\"#the-mobile-email-experience\">The mobile email experience<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#why-do-consumers-open-emails\">Why do consumers open emails?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#how-can-email-ruin-the-customer-experience\">How can email ruin the customer experience?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">05<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#how-deliverability-supports-the-customer-experience\">How deliverability supports the customer experience<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">06<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#does-your-email-program-support-the-customer-experience\">Does your email program support the customer experience?<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">Email is the top choice for customer communication<\/h2>\n\n<p class=\"wp-block-paragraph\">Perhaps the clearest finding in this report is that email is the most preferred way to hear from brands. That goes for both promotions and transactional communication. <b>75.4% of consumers chose the Email inbox as a preferred channel for promotional messages while 74% did so for transactional messages.<\/b><\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                On which channels do you prefer to receive promotional\/transactional messages from brands?<br>(Respondents selected all that applied)            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"column-grouped\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"80\" data-chart-values=\"[[&quot;75.4&quot;,&quot;74&quot;],[&quot;19.2&quot;,&quot;27.8&quot;],[&quot;15.8&quot;,&quot;0&quot;],[&quot;12.4&quot;,&quot;15.2&quot;],[&quot;12.2&quot;,&quot;11.7&quot;],[&quot;12.1&quot;,&quot;8.5&quot;],[&quot;4.2&quot;,&quot;4.2&quot;]]\" data-chart-colors=\"[&quot;#eb5454&quot;,&quot;#9cbef7&quot;]\" data-chart-titles=\"[&quot;Email inbox&quot;,&quot;Text messaging&quot;,&quot;Social media&quot;,&quot;In-app notifications&quot;,&quot;Direct mail&quot;,&quot;Mobile messaging apps&quot;,&quot;Phone\\\/Voicemail&quot;]\" data-chart-series=\"[&quot;Promotional messages&quot;,&quot;Transactional messages&quot;]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 flex-wrap justify-content-center\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #eb5454\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                Promotional messages            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #9cbef7\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                Transactional messages            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">There\u2019s no doubt that email should be a cornerstone of any company\u2019s digital communication strategy. The inbox is a place where consumers are accustomed to hearing from brands. It\u2019s where they already expect to find promotional campaigns and get informational notifications about orders, subscriptions, or access to their accounts.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>However, email\u2019s prevalence is not an excuse to ignore other customer communication channels.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">Consumers may still view texting and mobile messaging applications as primarily peer-to-peer (P2P) communication channels. That, however, is likely to change as people become more accustomed to hearing from brands in a variety of ways. Innovative organizations are already <a href=\"https:\/\/www.mailgun.com\/resources\/podcasts\/chad-white\/\" target=\"_tabs\" rel=\"noopener noreferrer\">improving the customer experience through multiple channels<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">One example is SMS, which we referred to as text messaging in the consumer survey. You\u2019ll notice that <b>27.8% of consumers selected SMS for transactional messages compared to 19.2% for promotional messages.<\/b> SMS provides the immediacy and easy access consumers expect with transactional communications, making it an excellent way to support the customer experience.<\/p>\n\n<p class=\"wp-block-paragraph\">At the same time, acceptance of promotions delivered via text and mobile messaging is growing as brands explore new ways to connect with consumers. That includes <a href=\"https:\/\/www.sinch.com\/blog\/what-is-rcs-messaging\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Rich Communication Services (RCS)<\/a>, which supports highly interactive experiences and delivers convenience through real-time, conversational messaging.<\/p>\n\n<p class=\"wp-block-paragraph\">Our survey found 8.4% of consumers would choose to opt in for<i> both<\/i> <a href=\"https:\/\/www.sinch.com\/blog\/sms-vs-email-marketing\/\" target=\"_tabs\" rel=\"noopener noreferrer\">email and SMS<\/a> promotions while another 5.3% said either channel is acceptable for learning about a brand\u2019s latest promotions. <b>Furthermore, 64% of those surveyed are open to receiving <\/b><a href=\"https:\/\/www.sinch.com\/blog\/promotional-sms\/\" target=\"_tabs\" rel=\"noopener noreferrer\"><b>promotional SMS messages<\/b><\/a><b> from a brand at least once per month.<\/b><\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> Around 75% of consumers prefer to hear from brands via email, but many people are open to receiving customer communications through a variety of other digital channels.<\/div>\r\n    <\/div>\r\n\n<h2 class=\"wp-block-heading\">Where do consumers view emails?<\/h2>\n\n<p class=\"wp-block-paragraph\">Even though the digital landscape is always changing, building a solid customer experience for the inbox is imperative in 2024. That requires understanding how people use email in their everyday lives.<\/p>\n\n<p class=\"wp-block-paragraph\">Inbox providers like Gmail, Outlook, and Yahoo offer different user experiences. They also have different rules connected to deliverability and their own scores for <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/improve-sender-reputation\/\" target=\"_tabs\" rel=\"noopener noreferrer\">your sender reputation<\/a>. Even the way an email gets rendered and displayed differs from one inbox to the next.<\/p>\n\n<p class=\"wp-block-paragraph\">Our global survey found Gmail is by far the most-used mailbox provider. <b>More than 72% of consumers reported having a personal Gmail account while more than one-third use Outlook and over 20% have a Yahoo Mail account.<\/b><\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                Which mailbox providers or applications do you use to receive emails<br> (Respondents selected all that applied)            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"bar\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"80\" data-chart-color=\"#9cbef7\" data-chart-values=\"[&quot;72.1&quot;,&quot;33.7&quot;,&quot;20.3&quot;,&quot;7.4&quot;,&quot;6.7&quot;,&quot;5.6&quot;,&quot;5.3&quot;,&quot;4.8&quot;,&quot;4.6&quot;,&quot;2.2&quot;,&quot;2.2&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Gmail&quot;,&quot;Outlook (Hotmail, MSN)&quot;,&quot;Yahoo! Mail&quot;,&quot;Apple Mail&quot;,&quot;Other&quot;,&quot;GMX&quot;,&quot;Wed.de&quot;,&quot;AOL&quot;,&quot;Orange&quot;,&quot;Samsung Email&quot;,&quot;SFR&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">These findings highlight the importance of adhering to new bulk sender guidelines from Gmail and Yahoo. They include <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/email-authentication-your-id-card-sending\/\" target=\"_tabs\" rel=\"noopener noreferrer\">email authentication<\/a>, thresholds for spam complaints, and an easy unsubscribe process. The 4.8% of people who use AOL for email are also part of the new requirements. Failure to follow the requirements will make it harder to reach consumers who are using these services.<\/p>\n\n<p class=\"wp-block-paragraph\">Many of the other mailbox providers on the list represent services that are popular in specific regions around the world. That includes Apple Mail (7.4%), which is used often in the U.S. thanks to the iPhone\u2019s popularity. European nations, which made up a large part of our survey, are less likely to use iPhones or Apple Mail. If your email analytics include information on the mailbox providers, clients, and devices used to view your messages, use it to better understand how to serve your customers.<\/p>\n\n<h3 class=\"wp-block-heading\">The mobile email experience<\/h3>\n\n<p class=\"wp-block-paragraph\">Another unsurprising but crucial consideration for senders is the need to deliver mobile-friendly emails. <b>Survey results reveal that 71.5% of consumers say they most often view emails on a smartphone or mobile device.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">16.7% of respondents check email from a web browser on their computer while another 7.8% use a desktop application such as Outlook or Apple Mail. But that\u2019s still <b>less than 25% of consumers who say they regularly access their personal email from a desktop.<\/b><\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                On what type of device do you check and read emails most often?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;71.5&quot;,&quot;16.7&quot;,&quot;7.8&quot;,&quot;3.8&quot;,&quot;0.2&quot;]\" data-chart-colors=\"[&quot;#f99a94&quot;,&quot;#d13d42&quot;,&quot;#71282d&quot;,&quot;#f8d7d3&quot;,&quot;#ffffff&quot;]\" data-chart-titles=\"[&quot;Mobile phone&quot;,&quot;Computer (Web browser)&quot;,&quot;Computer (Desktop app)&quot;,&quot;Tablet\\\/iPad&quot;,&quot;Smartwatch&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #f99a94\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>71.5%<\/span> Mobile phone            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #d13d42\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>16.7%<\/span> Computer (Web browser)            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #71282d\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>7.8%<\/span> Computer (Desktop app)            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #f8d7d3\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>3.8%<\/span> Tablet\/iPad            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #ffffff\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>0.2%<\/span> Smartwatch            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">Some email marketing teams still struggle with designing responsive experiences for the email inbox so that campaigns adapt for various screen sizes. The people coding and creating your templates and promotional campaigns must take a <a href=\"https:\/\/www.emailonacid.com\/blog\/article\/email-development\/mobile-first-emails\/\" target=\"_tabs\" rel=\"noopener noreferrer\">mobile-first approach to email development<\/a>. It\u2019s an effective and efficient approach because what looks good on smaller screens usually works on desktops too.<\/p>\n    <div data-content-type=\"longform\"  class=\"callout text-body-color px-5 py-6 px-md-6 px-lg-7 py-md-7 longform-spacings rounded-lg bg-light\" data-theme=\"light\">\r\n\r\n        <div class=\"content-body\"> 71.5% of consumers primarily view emails on their phones. When you send an email that\u2019s hard to read or engage with on a mobile device, you\u2019re delivering a poor customer experience.<\/div>\r\n    <\/div>\r\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/resources\/research\/email-customer-experience\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Download the full report<\/a> to find out much more about consumers\u2019 email checking habits, including how often they visit their inboxes and the times of day they\u2019re most likely to check email.<\/p>\n\n<h2 class=\"wp-block-heading\">Why do consumers open emails?<\/h2>\n\n<p class=\"wp-block-paragraph\">Sinch Mailgun\u2019s <i>Email and the customer experience<\/i> report also explored the lifecycle of a B2C email subscriber. We wanted to find out what makes people sign up, open, and click.<\/p>\n\n<p class=\"wp-block-paragraph\">Open rates remain one of the most important <a href=\"https:\/\/www.mailgun.com\/blog\/email\/email-metrics\/\" target=\"_tabs\" rel=\"noopener noreferrer\">email metrics<\/a> for monitoring performance, engagement, and even deliverability. You may assume subject lines are the key to achieving good <a href=\"https:\/\/www.mailgun.com\/blog\/email\/email-open-rates-decoded\/\" target=\"_tabs\" rel=\"noopener noreferrer\">email open rates,<\/a> but survey results show your brand also plays a role.<\/p>\n\n<p class=\"wp-block-paragraph\">When asked to rate the importance of factors connected to opening an email, consumers say the most important is having a familiarity with the brand sending the message<b>. A combined 94.5% of respondents said Recognizing the sender name or brand name was Very important (65.2%) or Somewhat important (29.3%).<\/b><\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                When deciding whether to open an email, how important is&#8230;<br>Recognizing the sender name or brand name?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"column\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"70\" data-chart-color=\"#9cbef7\" data-chart-values=\"[&quot;65.2&quot;,&quot;29.3&quot;,&quot;3.6&quot;,&quot;1.9&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Very important&quot;,&quot;Somewhat important&quot;,&quot;Not important&quot;,&quot;I don&#039;t care at all&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">Recognizing the brand behind the email was seen as more important than all other factors in the survey. That includes personalized subject lines and the promise of a deal or discount.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>This result explains why Gmail and Yahoo are requiring bulk senders to use strong email authentication in 2024.<\/b> Authentication protocols such as SPF, DKIM, and DMARC, help mailbox providers verify the identity of the sender while keeping bad actors who try to imitate brands out of the inbox. Email spoofing is a <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/common-phishing-email-warning-signs\/\" target=\"_tabs\" rel=\"noopener noreferrer\">common form of phishing<\/a> and a growing problem thanks to the use of generative artificial intelligence (AI) for malicious purposes.<\/p>\n\n<p class=\"wp-block-paragraph\">When a sender implements effective authentication methods, including an enforced <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/domain-reputation-and-dmarc\/\" target=\"_tabs\" rel=\"noopener noreferrer\">DMARC policy<\/a>, they\u2019re eligible to have an official logo displayed at the inbox level. That\u2019s thanks to a specification known as <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/bimi-more-than-funny-name\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Brand Indicators for Message Identification (BIMI)<\/a>. Research from Verizon Media Group confirmed that the recognizability brands get from inbox logos can boost open rates and increase engagement by 10%.<\/p>\n\n<p class=\"wp-block-paragraph\">The <a href=\"https:\/\/www.mailgun.com\/resources\/research\/email-customer-experience\/\" target=\"_tabs\" rel=\"noopener noreferrer\">full report<\/a> includes much more information from our consumer survey, including the top reasons for opting in and what convinces consumers to click through from an email to visit a brand\u2019s website.<\/p>\n\n<h2 class=\"wp-block-heading\">How can email ruin the customer experience?<\/h2>\n\n<p class=\"wp-block-paragraph\">While consumers may prefer the email inbox for customer communication, it can also be a source of stress and frustration. Not only does inbox clutter bother consumers, but it also makes it harder for brands to break through the noise and reach people via email.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>When asked why they are most likely to unsubscribe from email communications, getting too many emails from a brand was the top reason at nearly 20%.<\/b> Losing interest in the offerings and irrelevant email content were also top reasons for unsubscribing.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                What is the most common reason you choose to unsubscribe from a brand&rsquo;s emails?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"bar\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"30\" data-chart-color=\"#9cbef7\" data-chart-values=\"[&quot;19.8&quot;,&quot;17.9&quot;,&quot;17.3&quot;,&quot;9.9&quot;,&quot;9.7&quot;,&quot;9.0&quot;,&quot;5.5&quot;,&quot;5.3&quot;,&quot;3&quot;,&quot;2.3&quot;,&quot;0.4&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Too many messages from the brand&quot;,&quot;No longer interested in the offerings&quot;,&quot;Email content is irrelevant to me&quot;,&quot;Don&#039;t remember subscribing&quot;,&quot;My inbox is too cluttered&quot;,&quot;Email content\\\/offers are repetitive&quot;,&quot;Annoying subject lines&quot;,&quot;Emails are unprofessional (typos, bad design, etc.)&quot;,&quot;Content has accessibility issues&quot;,&quot;Emails don&#039;t display properly on my phone&quot;,&quot;Other&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">63% of consumers who took our survey reported receiving more than 10 emails from brands every day. However, <b>49.2% said they only open a few of those emails and 8% said they do not open any at all.<\/b><\/p>\n\n<p class=\"wp-block-paragraph\">There\u2019s no right answer for how frequently to send emails to your list. The right cadence will depend on your industry and what you offer. It\u2019s also quite dependent on what the individual prefers. Our survey found <b>around a quarter of consumers want to receive promotional emails weekly<\/b>, but almost as many (22.8%) want to hear from brands every day. Close to another quarter of respondents chose either once or twice per month.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                How often do you want or expect to receive promotional emails from brands?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"column\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"30\" data-chart-color=\"#9cbef7\" data-chart-values=\"[&quot;22.8&quot;,&quot;18&quot;,&quot;25.7&quot;,&quot;10.5&quot;,&quot;14.1&quot;,&quot;8.8&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;Daily&quot;,&quot;Twice a week&quot;,&quot;Once a week&quot;,&quot;Twice a month&quot;,&quot;Once a month&quot;,&quot;Never&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">If you are still blasting your entire contact list with the same promotional campaigns at the same frequency, it\u2019s time to make a change. An email preference center, for example, lets your contacts decide how often they want to hear from you and choose the content that will be most relevant to them. <a href=\"https:\/\/www.mailgun.com\/blog\/email\/email-list-segmentation\/\" target=\"_tabs\" rel=\"noopener noreferrer\">List segmentation<\/a> helps you deliver more relevant email content to groups of consumers based on things like past purchases and demographics.<\/p>\n    <div data-content-type=\"longform\" class=\"quote hub-quote longform-spacings d-flex flex-column rounded-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 shadow-sm bg-primary\" data-theme=\"light\">\r\n\r\n        <div class=\"quote-logo mb-3\">\r\n                            <svg height=\"40\" class=\"quote-icon quote-icon-color\" aria-hidden=\"true\" data-url=\"https:\/\/www.mailgun.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/custom-icons\/quotes-right.svg\"><\/svg>\r\n                    <\/div>\r\n\r\n        <blockquote class=\"quote-content content-body m-0 text-body-color\" id=\"quote-block-59b0395ab7413c8304cbebb37748f759\">\r\n            Email is not dead, but the idea behind batch-and-blast mass email marketing is over. Now brands are sending highly targeted email traffic based on zero and first-party data. That\u2019s how you keep consumers engaged and deliver a better customer experience.        <\/blockquote>\r\n\r\n                    <div class=\"d-flex gap-3 mt-5\">\r\n                                    <div>\r\n                        <img decoding=\"async\" width=\"72\" height=\"72\" class=\"rounded-lg quote-author\" src=\"https:\/\/www.mailgun.com\/wp-content\/uploads\/2025\/07\/kate-nowrouzi_headshot.png\" alt=\"Photo of Kate Nowrouzi\">\r\n                    <\/div>\r\n                                <div class=\"d-flex flex-column align-self-center fs-sm\">\r\n                    <cite class=\"mb-0 fw-bold text-accent fst-normal\" aria-describedby=\"quote-block-59b0395ab7413c8304cbebb37748f759\">\r\n                        Kate Nowrouzi                    <\/cite>\r\n                                            <span class=\"mb-0 text-body-color\">VP, Deliverability and Product Strategy, Sinch Mailgun<\/span>\r\n                                    <\/div>\r\n            <\/div>\r\n            <\/div>\r\n\n<p class=\"wp-block-paragraph\">When consumers are ready to unsubscribe for any reason, you should make it easy to do so. There\u2019s no reason to keep sending to a contact that doesn\u2019t want to hear from you anymore. In 2024, Gmail and Yahoo will enforce a one-click unsubscribe link located in the body of the email by using <a href=\"https:\/\/www.mailgun.com\/fr\/resources\/learn\/glossary\/list-unsubscribe\/\" target=\"_tabs\" rel=\"noopener noreferrer\">list-unsubscribe<\/a> in the header.<\/p>\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\" aria-labelledby=\"banner-block-block_1e7330c35323372ad0a43a54d514d9a5\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                On-demand webinar            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_1e7330c35323372ad0a43a54d514d9a5\">\r\n                Are you prepared for Google and Yahoo&rsquo;s new sender requirements?            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">View our fireside chat with Marcel Becker, Senior Director of Product at Yahoo, Anu Yamunan, Director of Product for Anti-Abuse &amp; Safety at Google, and Kate Nowrouzi, Vice President of Deliverability at Sinch Mailgun, as we explore the new requirements for bulk email senders.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/sinch.registration.goldcast.io\/events\/8658af11-5b57-47c2-a1a5-a6a5bffd8a07\"  class=\"btn btn-secondary\" >View recording<\/a><\/div>\r\n    <\/aside>\r\n\r\n\n<h2 class=\"wp-block-heading\">How deliverability supports the customer experience<\/h2>\n\n<p class=\"wp-block-paragraph\">There are certain types of emails that matter more to consumers than others. While promises of deals and discounts may motivate people to opt-in and encourage engagement, most transactional messages are already highly anticipated. Unlike marketing emails, transactional messages are one-to-one communications containing highly relevant and often personal or time sensitive information.<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.mailgun.com\/fr\/solutions\/plateforme-email-transactionnel\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Transactional email<\/a> is a foundational part of the overall customer experience. It needs to be reliable and timely, arriving almost immediately after placing an order or requesting a password reset, for example.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>When transactional emails fail to show up, 71% of consumers say they would look for them in their spam folders.<\/b> Another 16% of respondents would check spam for a missing transactional message if it was important.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                If a transactional message such as a password reset, registration email, or order confirmation failed to show up in your inbox, would you look for it in your spam\/junk folder?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;71&quot;,&quot;13&quot;,&quot;16&quot;]\" data-chart-colors=\"[&quot;#f99a94&quot;,&quot;#d13d42&quot;,&quot;#71282d&quot;]\" data-chart-titles=\"[&quot;Yes&quot;,&quot;No&quot;,&quot;Only if it was important&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #f99a94\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>71%<\/span> Yes            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #d13d42\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>13%<\/span> No            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #71282d\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>16%<\/span> Only if it was important            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">This result shows how important transactional emails are to consumers. They can be even more important during certain times of the year, such as <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/satisfaction-client-avec-email-black-friday\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Black Friday and Cyber Monday<\/a> shopping. But don\u2019t assume a willingness to check spam is a reason to be unconcerned with your <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/what-is-inbox-placement\/\" target=\"_tabs\" rel=\"noopener noreferrer\">inbox placement rate<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\"><b>When emails from a brand are regularly filtered into spam, it reflects poorly on your reputation.<\/b> Nearly a third of consumers would be frustrated by this experience while 10% would lose trust in the brand and nearly the same number would unsubscribe.<\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                How do you react when emails you are expecting from a brand regularly end up in your spam\/junk folder?            <\/p>\r\n        \r\n                    <div class=\"chart-radial\">            <div class=\"d-flex gap-4 chart-radial-body\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"donut\" data-chart-percentage=\"true\" data-chart-values=\"[&quot;32.8&quot;,&quot;10&quot;,&quot;9.9&quot;,&quot;35.4&quot;,&quot;10.2&quot;,&quot;1.7&quot;]\" data-chart-colors=\"[&quot;#f99a94&quot;,&quot;#d13d42&quot;,&quot;#a32e34&quot;,&quot;#f8d7d3&quot;,&quot;#ef5858&quot;,&quot;#a32e34&quot;]\" data-chart-titles=\"[&quot;I am annoyed\\\/frustrated&quot;,&quot;I lose trust in the brand&quot;,&quot;I unsubscribe&quot;,&quot;I don&#039;t worry about it&quot;,&quot;I don&#039;t even notice&quot;,&quot;Other&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                                    <div class=\"d-flex gap-3 chart-radial-legend\">\r\n                                <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #f99a94\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>32.8%<\/span> I am annoyed\/frustrated            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #d13d42\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>10%<\/span> I lose trust in the brand            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #a32e34\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>9.9%<\/span> I unsubscribe            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #f8d7d3\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>35.4%<\/span> I don&rsquo;t worry about it            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #ef5858\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>10.2%<\/span> I don&rsquo;t even notice            <\/div>\r\n        <\/div>\r\n        <div class=\"d-flex gap-2 align-items-start\">\r\n            <div class=\"rounded-sm flex-shrink-0\" style=\"width: 1.25rem; height: 1.25rem; background-color: #a32e34\"><\/div>\r\n            <div class=\"fs-xs text-body-color\">\r\n                <span class='text-accent fw-bold'>1.7%<\/span> Other            <\/div>\r\n        <\/div>\r\n                    <\/div>\r\n                            <\/div>\r\n            <\/div>\r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">There are times when legitimate emails land in spam. There are also times when unsolicited emails make it to the inbox instead of spam. One way to combat this is through organic list building.<\/p>\n\n<p class=\"wp-block-paragraph\">We truly hope you are complying with <a href=\"https:\/\/www.mailgun.com\/blog\/email\/gdpr-is-coming\/\" target=\"_tabs\" rel=\"noopener noreferrer\">privacy laws such as GDPR<\/a> and obtaining consent whenever necessary. Unfortunately, we know that some senders are still using unacceptable list building practices. Sinch Mailgun\u2019s report, <i>State of email deliverability 2025<\/i>, revealed that 1 out of 10 senders admit they\u2019ve <a href=\"https:\/\/www.mailgun.com\/fr\/state-of-email-deliverability\/chapter\/constitution-hygiene-liste\/\" target=\"_tabs\" rel=\"noopener noreferrer\">purchased a list or scraped the web for contacts<\/a> in the last two years. That number is <i>even higher<\/i> among high volume senders.<\/p>\n\n<p class=\"wp-block-paragraph\">If you send to contacts who never opted in, you meet the definition of a spammer. Most consumers will have negative reactions to those unsolicited emails. Around 23% say they tend to ignore spam emails and more than 40% simply delete them. <b>But 19.9%, or nearly 1 out of 5 consumers, would mark the email as spam.<\/b><\/p>\n<div class=\"chart longform-spacings d-flex flex-column gap-3\">\r\n    <div class=\"rounded-lg bg-light-subtle position-relative py-5 py-md-6 py-lg-7 px-3 px-md-4\">\r\n\r\n                    <p class=\"mb-4 fs-sm fw-bold text-accent text-center\">\r\n                How are you most likely to react to an unsolicited email (aka spam)?            <\/p>\r\n        \r\n                                <div class=\"d-flex gap-4 flex-column\">\r\n                <div class=\"auto-chart\"  data-chart-type=\"bar\" data-chart-percentage=\"true\" data-chart-track=\"true\" data-chart-max=\"50\" data-chart-color=\"#f89a93\" data-chart-values=\"[&quot;40.8&quot;,&quot;23.1&quot;,&quot;19.9&quot;,&quot;7.9&quot;,&quot;7.2&quot;,&quot;1&quot;]\" data-chart-colors=\"[&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;,&quot;#FFBE3C&quot;]\" data-chart-titles=\"[&quot;I delete it&quot;,&quot;I ignore it&quot;,&quot;I mark it as spam&quot;,&quot;I open it&quot;,&quot;I unsubscribe&quot;,&quot;I file a complaint with a data protection agency&quot;]\" data-chart-series=\"[]\"><\/div>\r\n\r\n                            <\/div>\r\n            \r\n        \r\n        \r\n    <\/div>\r\n    <\/div>\n<p class=\"wp-block-paragraph\">When customers delete or ignore your company\u2019s emails, it\u2019s a sign of poor engagement that reflects poorly on your sender reputation. That could mean more of your company\u2019s emails get filtered into junk.<\/p>\n\n<p class=\"wp-block-paragraph\">The 19.9% of consumers who mark emails as spam will have an even bigger impact on your deliverability. Gmail and Yahoo are actively implementing specific thresholds for consumer-reported spam. <b>If your spam complaint rate consistently exceeds 0.1%, you\u2019ll no longer reach the inboxes of subscribers using Gmail and Yahoo. <\/b>A spam complaint rate of 0.1% is one complaint for every 1,000 emails delivered. That\u2019s why sending emails to a list of consumers who never subscribed is a huge mistake.<\/p>\n\n<h2 class=\"wp-block-heading\">Does your email program support the customer experience?<\/h2>\n\n<p class=\"wp-block-paragraph\">The new requirements from Gmail and Yahoo are not designed to make things harder for senders. They are a push from mailbox providers to enlist the help of senders to make the inbox a better, safer place.\u00a0 Helping mailbox providers by authenticating, controlling spam, and adding easy unsubscribe links will let them help you land in the inbox.<\/p>\n\n<p class=\"wp-block-paragraph\">The <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/deliverability-impacts-roi\/\" target=\"_tabs\" rel=\"noopener noreferrer\">return on investment (ROI) from emai<\/a>l continues to be much higher than other channels. However, if senders use email to spam consumers or deliver disappointing experiences to their customers, email will lose its power and effectiveness as a communication channel.<\/p>\n\n<p class=\"wp-block-paragraph\">The choice is up to you. Will you act like a spammer and annoy people?\u00a0 Will you fail to focus on inbox placement and disappoint customers when they expect to hear from you? Or will your email program be something people can rely on, that adds value, and improves their everyday lives?<\/p>\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\" aria-labelledby=\"banner-block-block_50e842f62492e1f2b3a4cea0670e2175\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                How to deliver what consumers want            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_50e842f62492e1f2b3a4cea0670e2175\">\r\n                Email and the customer experience 2024            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">The inbox is a cornerstone of customer communications, but it\u2019s not easy to get people to open and click your emails. Find out what consumers have to say about how they prefer to hear from brands. Discover the results of a global survey and give them what they want. Download your copy now. No form filling required.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/www.mailgun.com\/fr\/wp-content\/uploads\/2025\/10\/RR-MG-Customer-Experience.pdf\" target=\"_blank\" class=\"btn btn-secondary\" >Get the full report<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>No one denies that email is an important connecting point between businesses and consumers as well as applications and users. Now, a new study shows just how crucial the inbox is to brand communications and the overall customer experience. As organizations adjust to updated bulk sender requirements from Gmail and Yahoo, it\u2019s more important than [&hellip;]<\/p>\n","protected":false},"author":40,"featured_media":4074,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[20],"class_list":["post-14869","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-email"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L&#039;email et l&#039;exp\u00e9rience client 2024 : Principales conclusions - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez ce que les consommateurs ont \u00e0 dire sur l&#039;exp\u00e9rience client construite autour des communications des marques. 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