Email may be the most traditional of digital marketing tactics, and it’s still going strong due to mass consumer usage, flexibility and utility. With many users accessing email from their smartphones, it’s now both a desktop and mobile marketing channel. Advances in marketing technology adoption have made email more sophisticated, and it’s often a central part of any cross-channel strategy.
It’s estimated that 90% of US internet users send email, making it one of the leading digital activities. Data shows that checking email is the most common activity on PCs as well as mobile. Email was one of the first tactics to use marketing automation, and with more sophisticated technology, it’s evolved to become more personalized and customizable.
Consumer use of email is thriving. According to a 2019 poll, 2/3 of US internet users reported communicating with organizations via email in 2018 – ahead of phone communication. A November 2018 study found that more than half of US internet users subscribed to retailer emails. Along with regularly browsing the website, that was the leading way respondents reported engaging with specialty retailers.
The same November 2018 study showed the vast majority of US internet users – nearly 70% – wanted to control the frequency with which they received branded email. Due to variables such as promotional windows, relevant creative, etc., there’s no one-size-fits-all approach to frequency; businesses must test what works best for their audience and programs.
As we look ahead to 2020 and beyond, we expect to see personalization remain a leading trend. Because email is a permissioned channel – consumers must opt-in – email marketers are used to working under regulations like the CAN-SPAM Act. Recent consumer data privacy regulations may make personalization more complex, but as it becomes a bigger topic, connecting those pieces is highly desirable and companies of all sizes are moving toward segmenting and targeting their email audiences.
With email still a leading digital activity, we’re here to help you effectively reach your target audience through email communication.