Inbox Evolution: Consumer Email Marketing Trends and Behaviors
Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.
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About: Published January 2018. The Relevancy Group surveyed 1,011 consumers in November 2017 and found that 93 percent of U.S. consumers check their email daily with most accessing it multiple times days.Key Questions:
• Is email still a pervasive communication tool and if so are millennials utilizing it?
• On which devices is email consumed?
• What are the primary concerns for consumers when getting email marketing messages?
• What drives email marketing subscriptions and how many brands do consumers subscribe to?
Email is Pervasive
Ninety-three percent of US consumers check their email daily with most accessing it multiple times daily. The notion that millennials (ages 19-36) do not utilize email is patently false. Data proves that email is not dying or being replaced.
Email is on the Move, Mobile Email Usage is Mainstream
Almost half (40 percent) of consumers said that their mobile phone is their primary device for checking email. While mobile triage has been a rising trend over the last few years, mobile phones are rapidly becoming the primary email lens for consumers. The mobile inbox as the primary view may hot half of the online population in 2018.
Relevancy and Frequency Remain the Primary Motivators to Opting-out
Consumers dislike messages that are not relevant and those that come too frequently. Overload and lack of relevancy top the reasons to ignore and opt-out of email marketing messages.
A Quarter of Consumers Are Email Drifters, All Consumers Are Selective With Subscriptions
Nearing one third (29 percent) of consumers have switched their personal email address or created a new one in the past year. The brand’s from name is more important than the subject line and consumers are increasingly creating an account dedicated solely for email marketing purposes.
The Research: 13 pages, 14 Charts, 3,317 words. Part of our Research Subscriber Series.
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