Hello marketers! Did you know that Americans are still spending a whopping 5 hours a day on email?

I can’t believe how much time Americans spend checking their work and personal emails. According to the 2019 Adobe Email Usage Study, people spend over three hours a day checking work emails and over two hours a day checking personal emails. That adds up to about five hours every single day just checking emails!

It’s pretty amazing when you think about it, especially since people have been saying for years that email is on its way out. But this study proves that people still find value in email. In fact, it’s one of the most popular ways to communicate for work, important messages, and even marketing.

Why is email still so popular? Well, the truth is, people are familiar with the technology and they feel comfortable using it. As Sarah Kennedy, VP of Global Marketing, Digital Experiences at Adobe, mentions in the report’s blog, email is a part of almost every aspect of our day.

Let me tell you what Kennedy said about email. According to Kennedy, email is still super important to our customers’ everyday lives. This means that as a marketer, you have a big opportunity to use email to engage with people in ways that are relevant and useful to them.

If you’re a small business and you’re not using email for marketing yet, this is great news for you. Email is a really cost-effective marketing tool that gives you a solid return on investment. And with the right solution, you can even measure how well your campaigns are doing and make changes to get even better results.

Let’s Talk about Email Usage

The Radicati Group did a study and found that in 2018, there were 3.8 billion email users. Can you believe that? And by 2022, that number is expected to grow to more than 4.2 billion. It’s not just that more people are using email, but they’re also spending a lot of time with it.

It’s pretty impressive, don’t you think?

So here’s what I learned: People in the study think spending five hours on email is just fine. A big majority of these folks, 71%, think they’re checking their email just the right amount. And, get this, these numbers have stayed the same for a good few years!

image: Adobe
Did you know that 40% of people check their work email outside of working hours? And get this, they do it every four hours! Can you believe it? Some even check it every single hour (10%), multiple times per hour (13%), or even constantly (10%). Surprisingly, there are also those who never check it (24%).

It’s not just work email that gets the attention, though. When it comes to personal email, a whopping 52% of people check it every few hours. And there are some who go even further, checking it every hour (15%), multiple times per hour (14%), or yes, even constantly (11%). But there are a few who claim they never check their personal email (8%).

This information is incredibly valuable for businesses. Just think about the possibilities for marketing and connecting with customers through email. But here’s the catch – it has to be done right. Personalization is key. If the content isn’t tailored to each individual, it’s likely to be ignored. As Kennedy puts it, Contextual relevance and usefulness are crucial. You need both to provide value to your customers. Without them, you risk being ignored.

Getting Your Message Across

Did you know that people check their work emails more often than their personal emails? It’s true! According to a survey, 80% of users open their work emails regularly, compared to only 57% for personal emails. That’s a big difference!

But here’s another interesting finding: when it comes to receiving offers, most people prefer getting them through email. In fact, 56% of respondents said they prefer offers sent to their work email, and 60% said the same for their personal email. That’s a lot more than other marketing channels like direct mail or social media.

So, if you want to make sure your message gets noticed and has a better chance of being seen, email is definitely the way to go. Whether it’s for work or personal use, sending offers and important information through email is more effective than other methods. So, next time you need to deliver an important message, think about using email – it’s a surefire way to get your point across!

image: Adobe You know, it’s a bummer that only a quarter of the emails we receive are actually interesting enough to open. I mean, think about it. We all have busy lives and limited time, so when we do make the effort to check our emails, we want them to be worthwhile, right?

But here’s the thing. According to a study, the reason why most emails are snooze-fests is because brands are sending them too often and not putting enough effort into making them good. And you know what? It’s not just annoying, it’s annoying for both our work and personal email accounts.

Let’s start with work emails. Seriously, do we really need to be bombarded with emails all day long? It turns out 38% of us say we get emailed too often, and that’s just not cool. And to make matters worse, 25% of us have to put up with marketers getting our information wrong. I mean, come on, people! Can’t you at least get our names right?

And don’t even get me started on the content of these emails. Have you ever received an email that’s longer than a novel and poorly written to boot? Yeah, we’ve all been there. Apparently, 24% of us feel the same way. And here’s another thing that really grinds my gears: being urged to buy something that we’ve already purchased. Like, seriously? Do you not keep track of what we’ve bought? This bothers 21% of us, by the way.

Now, let’s talk about personal emails. It’s bad enough that our work inboxes are overflowing, but our personal inboxes can’t catch a break either. You see, 43% of us say we get way too many personal emails. I mean, I love my friends and family, but sometimes it’s just too much, you know?

And here’s a real kicker: 24% of us have been caught in the trap of buying the same thing twice. I don’t know about you, but I can’t afford to waste my hard-earned money like that. Oh, and guess what? The wrong marketing data and those long, poorly written emails are also a problem for 23% of us. It’s like a never-ending cycle of annoyance.