Glasto & Pride; Bump in Engagement Indicates Values Are Back at the Heart of Moment Marketing

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London Pride Set to Offer Marketers a Big Opportunity to Emphasize Their Company’s Values of Inclusivity

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% 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.”

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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% for UK and US marketers engaging with content on how brands can put forward inclusivity messages through email campaigns.

Mailjet is the email solution for marketing and developer teams to create, send and monitor marketing emails, transactional emails and SMS.

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Via its intuitive multi-user drag-and-drop interface, teams can create impactful email templates together. Mailjet provides a sophisticated SMTP relay in addition to highly flexible APIs, allowing developers to easily integrate its solutions within their apps or services. The company’s cloud-based infrastructure is scalable to any business size and its proprietary technology ensures that emails arrive in the inbox.

Brands like Microsoft, AVIS, Etsy, Kia Motors and more trust Mailjet to send over 2 billion emails every month. With over 100K clients and offices worldwide (including London, New York, Paris and Düsseldorf), Mailjet is proud to be both ISO 27001 certified and GDPR-compliant, offering its clients the highest levels of data security and privacy.

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