Inbox Forever: Email Marketing and Consumer Communication Trends

• 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?

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.