To find the required data/statistics on emails as a means of communication and marketing, we performed a detailed search through various reputable media publications from industry leaders such as Adobe, and marketing research firms such as ConvinceandConvert.
We have compiled a list of 14 relevant statistics from the past 12 months. We have included statistics older than 12 months due to the unavailability of sufficient studies and surveys carried out within the last 6 months. The first 8 statistics provided are from the past six months while the last 6 are from the past 12 months. Also, we have included the last 5 statistics from the global landscape. This is due to the unavailability of sufficient data from relevant studies and surveys performed in the U.S. in the last 12 months. Our findings are presented below.
STATISTICS ON EMAIL AS A COMMUNICATION AND MARKETING PLATFORM
In an Adobe survey of 1,000 white collar workers in the US, the following we found:
1. On a typical weekday, consumers check their personal emails over an average time period of 2.5 hours, while spending an average of 3.1 hours checking work email.
2. Ninety percent (90%) of workers check their personal emails at work, 85% check it before going to work, while nearly 25% check it before they even get out of their beds.
3. Sixty percent (60%) of the surveyed workers check their email while watching TV, 40% check their email while using the bathroom, 35% check their email while talking on phone, 16% check their email while working out and 14% check their email while driving.
4. Consumers are driven to use the unsubscribe button in brand emails for the following reasons:
- Sending emails too often (45%)
- Recommending products that do not match their interests (33%)
- Sending already expired offers (22%)
- Misspelling their names (17%)
5. Thirty-seven percent (37%) of the respondents said they prefer more informational and less promotional emails, while 27% said they prefer emails that are personalised to their interests.
6. Consumers aged 18-24 years spend an average of 5.8 hours in their inboxes, those aged 25-34 years spend an average of 6.4 hours per day, while those aged over 35 years spend an average of 5.2 hours per day.
7. Thirty-one percent (31%) of consumers pick email as their preferred method of communication in the workplace.
8. The following are phrases mostly disliked by workers in their emails:
- “Not sure if you saw my last email” (25%)
- “Per my last email” (13%)
- “Per our conversation” (11%)
- “Any update on this” (11%)
- “Sorry for the double email” (10%)
- “Please advise” (9%)
- “As previously stated” (9%)
- “As discussed” (6%)
- “Re-attaching for convenience” (6%)
9. On a daily basis, U.S. consumers interact with an average of about 11 different brands through email, compared to 9 brands through Facebook and 8 brands through Twitter.
10. A video in an initial email increases CTR by 96%.
11. Consumers referred to loyalty programs via email spend an average of 13% more annually.
12. Shopping cart abandonment emails sent within an hour of cart abandonment boost conversions by 6.33%.
13. Fifty-six percent (56%) of brands that include emojis in their email subject lines have a higher open rate.
14. One email newsletter per week has the highest open rate.