On the contrary -- most Americans check their emails several times a day, and 78% expect to use it as much or more than they now do in five years, according to recent data.
The study shows that 19% check emails as they arrive, thanks to real-time notifications. That figure rises to 26% among Millennials, but falls to 16% for people aged 35 and older. In addition, 24% check their email several times a day.
Contrary to the myth that most people have more than one address, 63% have only one, only 23% have two, and 8% have four or more. And device use continues to shift toward mobile. Of those surveyed, 75% check their personal emails most on smartphones, while among Millennials it is 81%. Overall, 29% check on laptops or desktops. And it drops to 26% or Millennials.
Of these, half have purchased on a smartphone through a mobile website, with 57% of Millennials doing so. In addition, 27% have purchased in a retail store, and 24% via a mobile app. But 30% of the Millennials have done this.
As for what they want to receive, here’s the top five for all age categories:
The number of Gmail users subscribed to marketers' email programs has increased by 76 percent since 2014, jumping from 17 percent to 30 percent, according to recent data. According to the findings, Gmail users make up nearly half (49 percent) of new subscribers – those who opted into a brand's email program within the last 90 days – and 38 percent of subscribers who opted in over the last year.
The type of incentive or offer retailers should consider including in emails depends on their business goal, according to a recent study. For those hoping to get their messages opened, less overt sales messages with no specific offer (open rate of 15.6%) or loyalty incentives (14.6%) had the highest open rates. But among digital retailers hoping to create sales conversions, the study suggests retailers should focus on messages like free shipping (7.6%) and “percentage off” discounts (7.9%), as these led to the highest conversion rates.
What does all this tell US retailers about how to boost the performance of their email efforts? The answer depends largely on the intended business goal, and the data suggests that trying to include too many messages in the same email message can be counterproductive. Start with a single objective and work from there. Trying to “do it all” in a single email message can ultimately backfire with consumers.
A recent study found out how US retail marketers plan their email calendars, and what sorts of campaigns they include. They give a lot of weight to what worked last year—85% of respondents chose this as an influential factor. A slightly higher proportion (87%) slot in major holidays and events.
Most of the retail marketers surveyed realize the risk in overwhelming their customers with too many emails. About 43% of respondents said they send one to two emails per week, while 46% said they send three to four.
But because email is such a powerful tool, marketers are being pressured by their companies to do more campaigns. While only 11% of US retail marketers said they send five or more emails weekly, the majority said they feel pushed to send a higher number to up their returns and increase awareness.
In many ways, discounts and deals seem to drive email’s success. One reason email is so successful is because customers know that marketing emails often include promotions. Three in four marketers cited the use of promotions to drive revenues as a source of influence when planning their email calendars.
Almost a third of respondents said between 50% and 75% of the emails they send include promotions. And one in 4 retail marketers said that more than 75% of their emails include some type of discount.
There are a host of factors that may influence consumers to make a purchase based on a marketing email, but sales or discounts are the single most likely driver, according to recent survey data.
A recent study found that 92% of respondents consider sales/discounts to be an important factor when deciding whether or not to purchase from brand’s emails.
Respondents were almost as likely to say that the brand’s reputation was also important. “Ease of transaction” was the next most likely response.
The study also investigated purchasing activity and found that roughly one-third of the internet users surveyed said they had never made a purchase based on a marketing email.
The youngest consumers included in the group were the most likely to say they had never made such a purchase, possibly reflecting their life stage more than any inherent reluctance to engage with email messages.
Older users, those 53-71, were nearly as likely to have never made a purchase. This may reflect the fact that older consumers have been slower to embrace digital purchasing in general.
eMarketer estimates that digital purchasing falls off significantly among consumers over the age of 55. In the US, among consumers 55-64, only 63.5% are digital buyers, and among those over the age of 65, the level falls to 43%.
By comparison, among those ages 25-34, more than eight in 10 are are digital buyers.
After more than 45 years, email remains a critical channel for marketers. In fact, email offers a high ROI — an average of $38 for every dollar spent. Email success is not automatic, however; marketers must devote a great deal of time and effort to ensure their email program reaches its full potential.
The latest research on email marketing:
More than half of emails worldwide are read on a mobile device
The world of email marketing has changed pretty significantly over the past five years. Where desktop clients like Outlook were once a more important delivery medium, readers of email are now in the thrall of mobile clients and webmail services like Gmail.
Research found that more than half of emails worldwide (55%) are opened in a mobile environment in 2017, significantly more than either webmail (28%) or desktop (16%).
Research also found that Apple’s iOS was dominant among mobile email users worldwide, with 79% of mobile emails opened on either an iPhone or iPad this year. While only 20% of emails were opened on a device running Android, that was actually an increase of 6 percentage points from 2012’s figure.
An October 2016 survey from Yes Lifestyle Marketing found that the top objectives for marketers worldwide this year are to increase sales, improve customer engagement and improve customer acquisition. In order to support these goals, respondents are most likely to prioritize channels such as email (68%) and social media (54%).
Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.