Inbox Forever: Email Marketing and Consumer Communication Trends

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    Written by David Daniels and Nicholas Einstein Email and Online Communication Channels, Email Marketing, Consumer Behaviors, Consumer Attitudes, Relevance, Mobile Adoption, Opt-in Motivations, Opt-out Motivations.

    About: Published in on 1/8/19, we examine consumer email and email marketing attitudes and behaviors. We examine how consumers are interacting with email and other communication tools as well as attitudes and behaviors related to email marketing.

    Key Questions:

    Is email still the universal online communication tool and if so, are millennials and generation Z 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?

    Key Findings: 
    Email is Universal and Dominates Every Other Message Mobility, i.e. Snapchat Across Age Groups
    Eighty-nine percent of U.S. consumers check their email daily with most accessing it multiple times daily. The notion that millennials (ages 23-36) and Generation Z (ages 13-22) do not utilize email is patently false. Data proves that email is not dying or being replaced. Instead, it is thriving. Those that subscribe to email marketing are subscribing to more brands than last year.

    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. While mobile triage is the norm for all of the population, this mobile email primary segment also conducts online shopping on this handy device.

    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.

    The Research: 12 pages, 14 Graphics 3,347 words. Part of our Research Subscriber Series, Subscribe and Save | TRGRAI0219

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