America Loves Email
In our recent research “Handle with Care: Consumer Email Marketing Behaviors” we found that US consumers across age groups love email and almost all of us use email daily.
Join our free webinar on 2/22 at 1PM ET when we will present and discuss this research. In the meantime, here is an excerpt of the report that demonstrates Americas affection for email.
America is Hooked on Email
The Relevancy Group surveyed 1,000 consumers in October 2016 and found that 93 percent of US consumers check their email daily with most accessing it multiple times days (Figure 1). Nearly a quarter of consumers are engaged with their email hourly or more frequently. There is little to no difference in email usage by gender or by age: everyone uses email (Figure 2). The notion that millennials (ages 18-34) do not utilize email is patently false. Data proves that email is not dying or being replaced. Email remains our digital fingerprint and is necessary to communicate, transact, bank and join any online community. It is doubtful that Bank of America will ever allow people to authenticate their account with a Snapchat handle. Email is here to stay. Email marketers should celebrate the fervent use of email, while approaching the channel with relevance since adoption breeds message overload.