A recent research report conducted by Adobe revealed that a strategic e-mail sent to shoppers bright and early might do retailers wonders to up their consumer engagement. The research found that Americans increased their time checking e-mail by 17 percent year-on-year.
Adobe conducted an online survey of 1,004 U.S. white-collar workers from July 28 to Aug. 9 this year. Notably, the study found that Americans spent more than four hours — up 28 percent from 2015 — checking work e-mail and more than three hours looking at personal e-mail — a six percent increase year-on-year.
In 2016, 49 percent of participants denoted e-mail as the preferred method to receive marketing offers, which is a decline from 2015 that accrued 58 percent. Apps and text messages are on the rise as a selected channels for receiving marketing offers, garnering 9 and 7 percent, respectively.
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As retailers and brands activate new avenues commanded by the Internet of things, U.S. consumers will best receive e-mail strategies in short mobile-friendly formats that are personalized and frequent, though not overwhelming.
What’s more, smartphones have finally surpassed computers as the primary device for checking up on e-mail. Sixty-three percent of participants checked personal e-mail on their phones. Computers still dominate as the preferred device for professional e-mails, but that might be changing. About 45 percent of those surveyed refer to work e-mail on their smartphone — growing 21 percent year-on-year.
And while e-mail invades every corner of Americans’ lives, interacting face-to-face with others still requires near full attention. The study noted that peers checking e-mails during an in-person conversation annoyed nine percent of Americans. Retailers and brands: Keep e-mails short and sweet.
No place is too sacred to check e-mail. According to the study, 69 percent of Americans check e-mail while watching TV or a movie, 57 percent look at their inbox while in bed, a whopping 43 percent check e-mail while on vacation, 31 percent refer to e-mails when sharing a meal with others and even 11 percent check e-mail during a formal ceremony.
Millennials are leading the charge of smartphone domination — 90 percent of the tech-savvy set falling between the ages of 18-24 and 88 percent of those aged 25-34 use smartphones to check e-mails. The generation catches up on e-mails early and often. Forty-nine percent of Millennials look at their inboxes while still in bed, a 36 percent rise year-on-year.
Americans belonging to multiple generations are facing challenges disconnecting from devices. While on vacation, 79 percent of the respondents of the survey disclosed that they check work e-mail on vacation. The study found a four percent rise of people checking both their professional and personal e-mails while in bed. Consider timing of e-mails to align with the consumer’s daily activities.