Giving up on email marketing? Not so fast.
Although channels such as social media, voice search and augmented reality all play important roles in the customer journey, new research from Adobe finds that email is holding its own against those newer channels and technologies.
Consumers say they spend about five hours a day checking work email (three-plus hours a day) and personal email (two-plus hours a day), according to the 2019 “Adobe Email Usage Study,” which surveyed 1,002 U.S. adults in July. They’re refreshing their inboxes while watching TV, in bed, during work meetings, during meals, while driving—even in the bathroom.
“It’s incredibly clear that we’re all comfortable with email, and we’ve integrated it into almost every part of our day,” says Sarah Kennedy, Adobe’s VP of global marketing. “While it’s important to note that the time we spend checking email overall has declined since 2016, the frequency remains substantial. The Adobe survey findings solidify how important email still is in the everyday lives of our customers, and this means there is still a big opportunity for marketers to utilize email to engage with people in relevant and useful ways.