News: News

RetailWire: Smartphones drive increased e-mail usage

Reposted from RetailWire

Publication date 10/17/2016

While there’s been some talk of the death of e-mail — and e-mail marketing — with the rise of the mobile consumer, smartphones are only increasing its use, according to a new survey from Adobe.

The survey of over 1,000 white-collar Americans reported respondents being more likely to regularly check e-mail on a smartphone (84 percent) than on a desktop or laptop (72 percent). Moreover, smartphones have almost caught up to computers as the primary device used to check work e-mail (45 percent and 49 percent, respectively) and have far overtaken computers for personal e-mail (63 percent vs. 29 percent).

Overall, time spent with e-mail was found to be up 17 percent year-over-year, with Millennials (shock!) spending the most time with e-mail. Indeed, almost half of Millennials (18-34) said that they check their e-mail while still in bed in the morning.

As demonstrated from a separate survey from Adestra that came out earlier this year, e-mail is easily consumers’ preferred method for receiving offers from marketers, with 49 percent selecting e-mail as their top choice. That was more than double the proportion who cited direct mail (22 percent), the next-most popular choice. Mobile apps (9 percent), social media channels (8 percent), text message/SMS (7 percent) and phone calls (6 percent) all saw increases from last year, but are fractional players relative to e-mail.

A recent survey from Fluent also found Millennials (18-34) were more likely than their older counterparts to say that promotional emails impact their purchase decisions most or all of the time.

As with any other marketing medium, many aspects around e-mail marketing aren’t loved:

  • By far the most annoying aspect about receiving e-mail offers was too frequent messaging (47 percent), trailed distantly by poorly written e-mails (25 percent);
  • While personalization seems to boost engagement, respondents were more likely to be more annoyed by too much personalization (16 percent) than by the lack of personalization (nine percent);
  • Relevancy remains weak. Respondents felt less than 25 percent of e-mails are interesting enough to open.


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