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Email Is The Alpha Channel (STILL)

Posted on 10.02.2016

Adobe Campaign's second annual consumer email survey confirms what many digital media professionals have long expected - email is the alpha channel.


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The report, which surveyed 1,000 white-collar U.S. workers, found that Americans are addicted to email and are spending more time than ever with email despite the popularity of communication platforms like SnapChat and Slack.

Highlights from the Adobe study, include:

+ Year-over-year, time spent checking email has increased 17 percent, with smartphones overtaking computers as the preferred device for sending and receiving email.

+ Respondents say they check email while watching TV or while watching a movie (69 percent), in bed (57 percent), and on vacation (79 percent). Percentages increase across the board for millennials (ages 18-34), with a disturbing 20 percent more checking email while driving. 

+ The “always on” email work culture persists on the weekend — with people sending an average of 19 emails and reading 29 work emails. What’s more, 79 percent admit to checking email while on vacation.

"Email is still the number one most effective one-to-one communication channel for marketers, even though there is more noise in all of our inboxes, and despite growth in mobile apps, social media, and text," wrote Kristin Naragon, Adobe Director of Email Solutions.

"Savvy marketers see these statistics as evidence to support an integrated cross-channel marketing strategy that continues to rely on email as the “Alpha Channel.”

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