Email behavior isn’t universal. What works in one country might fall flat in another, which means you can't take a one-size-fits-all approach to your email marketing (or even transactional email) program. And that’s especially true when it comes to sending emails to your United Kingdom audience base.
While we might be just across the pond from France or a short hop over the Atlantic from the US, we've got our own unique email preferences that'll impact the who, what, where, when, why, and how of every email you send our way.
Get it right, and you're not just avoiding awkward cultural faux pas (though that's always a plus). You're boosting open rates, click-throughs, and ultimately, your bottom line.
On one hand, we're a major economic player with a tech-savvy population. On the other, we've got our own quirks that can throw even seasoned marketers for a loop.
The UK market is that perfect mix of familiar and foreign that makes it a goldmine of insights for email marketers. We're close enough to global trends to be recognisable, but different enough to keep you on your toes.
The data-backed ways to get UK consumers to actually open your emails
The fine line between personalization and "creepy stalker vibes" in the UK
Why your SMS strategy might need a British makeover
The content that makes UK recipients hit "buy" instead of "bye"
Whether you're a global brand trying to crack the UK code, or a business eyeing UK expansion, these insights are your ticket to email marketing success across the pond. So, grab a cuppa (see, we're getting British already), and let's get into it.
Like we said before, this UK-specific data is just a subset of the much larger, comprehensive Global Messaging Engagement Report. If you want to take a look at those findings, go and download it here.
Here, we're just looking at the most interesting tidbits when it comes to us Brits and how we differ from other global markets. For starters, we're not afraid to hit 'unsubscribe' if you don't meet our standards, and we've got a bit of a love-hate relationship with personalisation.
Below are more of the insights we uncovered about our email habits:
Email reigns supreme: A whopping 74% of UK recipients prefer email for brand communications over other channels like SMS, voice, and social media. That's higher than the global average and tied with France for the email crown.
SMS? Not so much: Only 46% of UK consumers are keen on SMS messages from brands.
Subject line scanners: 58% of UK recipients say the subject line strongly influences whether they'll open an email.
Personalization paradox: 66% of UK folks say personalization makes emails memorable, but they're a bit stingy with their data. Only 54% are willing to share more info for personalized emails.
Buying via email: 76% of UK respondents have made a purchase based on email content.
We're seriously committed to email (especially compared to SMS). 74% of us prefer email for brand communications. That's not just high—it's tied with France for the top spot and well above the global average of 68%.
While we give preference to email, we're still not onboard with the whole SMS channel. Only 46% of us express a preference for SMS communications from brands. That might not sound too shabby, but let's put it in perspective:
Brazil: 53%
France: 53%
USA: 53%
UK: 46%
We're bringing up the rear here, folks. We just prefer to keep our texts for friends and family, thank you very much.
So, what's a savvy marketer to do with this information? Here's your game plan:
Focus on email: With such a high preference for email, it should be the star player in your UK marketing strategy. Invest time and resources into crafting compelling email campaigns.
Quality over quantity: Just because the British love email doesn't mean we want to be bombarded. Remember, 62% would unsubscribe from daily emails. Aim for less frequent, high-quality content.
Personalize, but don't be creepy: UK consumers appreciate personalization, but we’re cautious about data sharing. Use the data you have wisely to create relevant content without crossing into "how did they know that?" territory.
Don't abandon SMS, but be strategic: While SMS isn't as popular, it can still be effective when used judiciously. Reserve it for time-sensitive or location-based communications where its immediacy is an advantage.
Test and learn: Every audience is unique. Use A/B testing to find out what resonates best with your specific UK audience. Maybe they're the exception to the rule. Use your own data to find out.
Everyone has that special something that gets them to open one email over another. It might be a major discount in the subject line, it could be a brand logo, or it might be the sender’s name that wins you over. In the UK, here’s what we tend to care about:
These are the two most influential factors for UK recipients:
Sender name: A respectable 76% of UK respondents said the sender (brand) would strongly or somewhat influence their decision to open an email. It’s less about what’s in the email and more about who’s sending it.
Keep it snappy: UK consumers appreciate wit. A clever play on words or a pun could be your secret weapon. Just don't go overboard—nobody likes a try-hard.
Be clear and concise: Remember, you're competing with the Queen's English here. Get to the point quickly and clearly.
Personalize with caution: Use the recipient's name or reference their past interactions, but remember the UK's cautious attitude towards data sharing. Keep it relevant, not creepy.
Mind the cultural references: A subject line that kills in Kentucky might fall flat in Kent. Make sure your references and humor translate across the pond.
Emoji with caution: While emojis can boost open rates, use them judiciously. The UK market tends to be a bit more conservative than, say, the USA or Brazil.
Email is all about making your recipients happy, and that’s sometimes knowing what to do and what not to do. Here’s what to keep in mind when it comes to your UK audience:
Spam takes the crown: 54% of UK consumers listed spam as their top email frustration. That's just a tad higher than the global average of 53%.
Irrelevance is a close second: 45% of UK recipients cited irrelevant or uninteresting emails as a major frustration. Compare this to 52% in Brazil or 48% in Japan, and you'll see that the UK has a particular distaste for content that doesn't hit the mark.
Volume matters, but less than you'd think: Only 30% of UK consumers listed email volume as a top frustration. That's lower than France (33%) and the USA (32%).
Now, let's talk about the point of no return—unsubscribing:
Daily emails are a no-go: 62% of UK consumers would hit unsubscribe if they started receiving daily emails. That's higher than the global average of 58%. Message received: daily is too much.
Loyalty has its limits: Only 21% of UK respondents said they probably wouldn't unsubscribe. Compare that to 42% in Brazil or 30% in the USA, and you'll see that UK consumers are more willing to cut ties if they're not happy.
Here’s how to keep your UK audience subscribed and happy:
Quality over quantity: Given the UK's lower tolerance for irrelevant content, focus on sending fewer, more targeted emails rather than frequent, generic ones.
Segment, segment, segment: Use your data to create highly targeted segments. The more relevant your content, the less likely UK consumers are to see it as spam.
Respect the rhythm: Aim for a weekly email cadence unless you have a very good reason to increase frequency. If you must send more often, make sure each email provides distinct value.
Give control to the user: Offer preference centers where UK subscribers can choose their email frequency and content types. We’ll appreciate the control, and you'll reduce unsubscribes.
Be transparent about frequency: Set clear expectations about how often you'll email when users subscribe. Then, stick to it.
Monitor engagement: Keep a close eye on open rates and click-through rates. If they start to dip, it might be time to reassess your frequency or content strategy.
Make unsubscribing easy: It sounds counterintuitive, but making it easy to unsubscribe can actually improve your reputation. Plus, it's the law in the UK (GDPR).
Re-engagement campaigns: For subscribers who haven't engaged in a while, send a re-engagement email before removing them from your list. Give them a chance to adjust their preferences.
We’ve unpacked a lot about UK email preferences here, but we’re just scratching the surface. If you've found these UK insights valuable, then you're going to want to dive into the full Global Messaging Engagement Report.
In the full report, you'll discover:
How your email strategy stacks up against global benchmarks
The unique quirks and preferences of consumers in Brazil, France, Germany, Japan, and the USA
Emerging trends that could shape the future of email marketing
Actionable strategies to optimize your global email campaigns
Don't let your email strategy get lost in translation. Download the full Global Messaging Engagement Report today and become a savvy international sender.
