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EMAIL MARKETING IS GOING MOBILE

October 18, 2016

Ok, another post on the power of email marketing. I am not talking about hounding your customers with tons of emails. I am talking about having a planned, well-executed program that only sends information to your customers THEY WANT. With that said, more and more people are viewing emails on smartphones. This requires a change in the look, tone and style of your promotional emails.

As reported by MediaPost, a new study by Adobe Digital Insights (ADI) shows that email usage is up, driven primarily by consumers’ shift to mobile. The survey found that smartphones have overtaken computers for checking email. Also, email is less formal in a world of texting and emojis.

The Adobe Email Study surveyed over 1,000 white-collar Americans finding that “time spent with email is up 17% year over year. Millennials, consumers ages 18 to 34, spend the most time with email of any age group and 90% rely primarily on their smartphones to do so. Almost 50% of Millennials admitted to checking their email while still in bed in the morning.”

Workers now spend an average of 7.4 hours per weekday on email. Just over four hours are spent checking work-related email and 3.3 hours checking personal email, indicating an ‘always-on’ email culture. Here’s some more stats:

  • 30% of respondents said they see a trend toward emails getting shorter
  • 72% said they have used an emoji in a personal email
  • 69% said that texting has had at least some impact on how they communicate via email

When do they check email?

  • 69% while watching TV or a movie
  • 53% on vacation
  • 45% in the bathroom
  • 44% while on the phone
  • 17% admitted checking while driving

Bottom-line: again, email must be a part of your marketing effort. If you need help with your email program, contact me (Mark@dennettgroup.com). Our monthly programs begin at just $100 a month.

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