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Email is Still King

My name plate may say “Web Designer” however give me a little time and I can design a mean little custom email that gets hits on your website. You would think emails would eventually phase out over time, but they are getting stronger, even among your millennial customers.

Adobe (think Adobe Acrobat .pdf files) who develops WAY more tools than Photoshop put together a survey about emails last August. About a 1000 white-collar workers took the survey about consumer emails.

It seems this is a pretty popular topic. I first found this article from (I know) a monthly email I get from, more or less. After reading the article: “Adobe Reveals the Secrets of Email”, I noticed a link to an article on the Adobe website: “Consumers are still email obsessed, but they’re finding more balance”. THEN I found a rather dry overview of the survey results and a SlideShare in LinkedIn. So out of these three resources, I tried to pick out the topics our retailers might be interested in, then I’m sprinkling in personal comments on how this stat is related to the email marketing we currently do at AWG.

Every target demographic uses email: 81% use their phone while 62% check work emails using their desktop or laptop.

Time spent with emails: 5.4 hours each weekday

Email is still the most preferred way to communicate at work.
-What if email registration forms have two text fields instead of one? One would ask the customer for a work email address AND the other for a personal email address? Or maybe a carefully worded question about which email address is checked the most?

However, year over year shows that many consumers are trying to strike a new life-email balance, time spent on emails has declined from last year on personal and work accounts.

28% less consumers check email from bed in the morning than last year (though 26% still do). 1 out of 5 consumers never check their email outside of work hours.
-Have you considered NOT sending your marketing emails at 6am? Maybe at 9am or 2pm would get more attention during work hours?

61% of consumers prefer to receive emails from brands instead of direct mail, mobile apps, social media, text messages, or a phone call. This is a 24% increase from last year. –Something to consider when doing yearly marketing budget.

66% of 18-34 year olds even take “email tidiness” to an extreme by achieving inbox-zero. -Which is why I think the recommendations below should be taken seriously.

Email content that IS wanted by consumers:

  1. Recommend only items they are interested in. –Ask about interests in registration form and stick to it.
  2. Less promotional, more useful information. –For example, a Did you Know? List about an item.
  3. Make the email mobile friendly. –If you are signed up for email marketing, register like you are a customer and look at your emails using your phone. Or ask your email marketing provider to make sure your emails are mobile responsive.
  4. Don’t send daily emails. –Sound advice, don’t be annoying.

40% are deleted before being read. –This is why the subject line is important.

Here is something I find interesting and plan to ask about: Image and Subject line scores. Normally, when you look into which subject lines are the most popular with your consumers, you get the “Why don’t you do an A/B test?” The first thing that goes through my mind is “Is it really worth double the work just to make a point that one subject line is better than another”? What if when you go to your image library, you could choose by popularity? Kind of like Amazon shopping? This tool could be dangerous though. I once shared some email stats with a retailer, and the most popular emails were about “10 lb. meat sales”. Now, every other week they have a 10 lb. meat sale, which I think would get old.

What’s the moral of this story? Invest in marketing email. It’s not going anywhere. If you do send out weekly emails, consider sending out some custom emails highlighting special events or helpful information. I saw a two-page ad about the varieties of apples available during the fall season that would of made an awesome email.

Why do I work at AWG? “It’s hard to find a native Kansan who doesn’t have family living in a small town community... and I am no exception. My family tree is full of farmers who have helped put food on our tables for over 100 years. So when I hear of a small town’s only grocery store closing down it hits home. Even though I now live in a big city, I like to know through my work I can help keep small independent grocery stores stay open for future generations to enjoy.” -Sharlyn