Email — Still the Alpha Channel


Kristin Naragon writes for Adobe:

Nearly half of us can’t even use the bathroom without checking email. This is just one of the surprising — or not — findings from Adobe Campaign’s second annual consumer email survey released today. The report surveyed more than 1,000 white-collar workers in the United States to glean insights related to the good, the bad, and the awkward when it comes to personal and work email habits. In sum, Americans are addicted to email.

Compared to last year’s survey results, respondents now spend even more time checking email, despite the growing popularity of Snapchat, Slack, and other communication platforms. As a society, we are multitasking on the go and have started to accept email intrusions on our personal and work conversations. Here are some key findings from this year’s survey, along with insights on how to maximize what can only be called the “Alpha Channel” in cross-channel marketing success.


Email is still the number one most effective one-to-one communication channel for marketers, even though there is more noise in all of our inboxes, and despite growth in mobile apps, social media, and text. Savvy marketers see these statistics as evidence to support an integrated cross-channel marketing strategy that continues to rely on email as the “Alpha Channel.” Power rests in being close to the data to help determine the right email message and when to deliver it. Highly successful emails are relevant and timely, and delivering the message when people are most likely to open or engage with email is the key to driving more revenue with the email channel.

Read the full article here.

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