One would think that with social media so active, and with digital advertisements everywhere all over the internet, and mobile devices in everyone’s pocket, many of these communication avenues would rein supreme. But, as it turns out, the best way to reach people is still through their emails. In fact, when it comes to promotions, like finding brand-specific discounts, a whopping 41% of people check their email regularly. That information is available thanks to a ZeroBounce study, and it reveals some interesting tidbits about modern marketing. Let’s dig in.
What else can the email study tell us?
Marketing, as I’m sure you’re aware, is about reaching people where they are, particularly when it comes to digital platforms. Whether that’s on social media, via email, or the websites and apps you frequent, marketers are always looking to get more eyes on their content. With so many options available these days, it is surprising that email is still a main contender. Consumers even say deals newsletters and exclusive brand discounts are the primary reason they check their email — 30% reported doing so.
Some people check their email daily for work and personal use. We know that much, but what’s the going rate? Apparently, 93% of consumers polled check it every, single, day, which means for marketers and brands looking to reach people, it’s a critical touchpoint. No wonder we all get so many promotional and shill-like emails, right?
Perhaps slightly unsurprising, because email inboxes can get pretty damn messy, but 35% of consumers spend up to five hours per day managing their emails. Personally, I don’t know how much time I actually spend managing emails, including archiving and deleting. But what’s interesting is I keep my email open at all times in a separate window on my multi-monitor office setup. That means, while I don’t know how much time I’m spending actively using it, it’s always available to me. I know I’m not the norm, but clearly, lots of people are vigilant on checking their emails, too. According to the stats, many people have their email inbox open most of the day, as well.
What does this mean for the rest of us?
ZeroBounce founder and CEO Liviu Tanase says, “Email is a powerhouse — both in the workplace and in marketing.” That sends a pretty clear signal to everyone who’s paying attention.
“While social media algorithms change and digital ads fight for attention, email remains a direct, reliable channel for brands to connect with consumers. Our data shows that people actively check their inboxes for brand discounts and newsletters. A relevant email can drive engagement and sales in ways other channels simply can’t.”
Like most studies, this is really just about telling marketers that email is still a hot ticket item, even in the digital landscape we live in. It’s also to get some eyes on the brand and their services. Welcome to modern PR.
As for how we can use this information as consumers, the takeaway is that we’ll continue being bombarded via our emails, across work and personal inboxes. Maybe it’s time to sift through some of those newsletters and updates you get and start unsubscribing, at least before all the marketers read this report?
This story was originally shared by ZeroBounce.
