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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Email Use 2017 – UK reportRyan Dietzen | Marketing Insights & Operations (MIO)

Research conducted by:


What: An online survey with panel participantsWho: White-collar participants own a smart phoneWhen: Data collected from July 10 to July 17, 2017Where: Results are shown for UK only (n=1,000)Trending: Slides that have the note below in the bottom right were tested against last waves data for significant changes, the arrows denote a significant change. Slides that have this note but no arrows mean there were no differences.

Statistical testing: Statistical differences are shown at the 95% confidence level.

Note: Data was weighted to match the proportion of technology industry workers from last wave.As Internet panel sample was used for this study, the sample was not drawn from the population using probability sampling; thus, a margin of error is not reported (margin of error accounts for sampling error). If the data had been collected using a probability sampling method, the margin of error would be +/- 3.1%, 19 times out of 20. Given this sampling approach, the outcomes of the statistical tests reported reflect results as if performed on data collected using probability sampling.

Methodology

Adobe Marketing Insights & Operations (MIO)

h Significantly higher than 2016i Significantly lower than 2016


• Most respondents check their work and personal email at least every few hours, which they feel is as often as they should. That said, fewer respondents are checking their work and personal email than last year.▬ Fewer respondents are checking their email while still in bed (with younger respondents most likely to do so),

while one quarter (particularly older individuals) are waiting until they get to the office.▬ Over one third of respondents are checking their work emails while on vacation.

• Smartphones continue to be the most commonly used device for checking emails, although computers are the preferred device for checking work email. Fewer respondents are checking emails on tablets, since 2016.

• 82% of work emails and 66% of personal emails are opened. Of those, 81% of work emails and 66% of personal emails are read.

• Most respondents expect their email use (both personal and work) to remain the same over the next two years.• Respondents most likely feel indifference when checking their work or personal email. Additionally, half get to “inbox-

zero” which is most likely to make them feel relieved.

Summary of Results


Email Usage


• Email, face-to-face conversations, and phone calls are the most used communication methods to communicate with colleagues.▬ Although respondents mentioned that both face-to-face conversations and email are preferred, over half

mentioned that email is their company’s primary communication tool. • Face-to-face conversations with colleagues has become an even more preferred communication method with

colleagues. Only one third prefer using email.• For quick questions for a colleague, respondents are quite split as to their preferred communication method: nearly

equal amounts are likely to use email, phone, or a face-to-face conversation.• For many different types of work discussions, email and face-to-face conversations are considered the most

appropriate communication methods.▬ In general, face-to-face communication becomes more appropriate as the nature of the topic becomes more

serious.

Summary of Results


Work Communication in General


• Spam filters and mobile viewing have improved email experiences the most over the last few years.• Instant messaging, followed by email and video conferencing, are seen as the communication methods that have

innovated the most over the past five years.• 65% of respondents would like to be contacted by brands through email. However, their stated preference is for

marketing emails that are less about promotions, and more about providing information.▬ However, when it comes to the purchase process, marketing emails provide over one third of respondents

(females in particular) with an added incentive to purchase.• One quarter of work and almost one third of personal email offers are interesting enough to open.• When reading emails from brands on a smartphone, respondents would like emails to be better optimized for mobile,

to minimize the need to scroll, use less text, use appropriate fonts, and not have to wait for images to load.• The most annoying thing about receiving email offers is getting emailed too often. Indeed, most respondents would

like to receive monthly emails from their bank, favorite retail brand, restaurant, or telecom provider.• Regardless of age group or gender, customization of emails from brands is of medium to high importance.

▬ The most common frustration related to personalization is a recommendation that does not match respondent interests.

Summary of Results


Email Innovation and Marketing

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6

Profile of Participants



Who Participated in the Survey


8%

20%

35%

27%

10%

18 to 24

25 to 34

35 to 49

50 to 64

65 or above

Age

§ Most UK white collar respondents are between 25 to 64.

Yes21%

No79%

Work in technology industry*

38%

29%

26%

7%

Never, come to the office everyday

A few days a month as schedule permits

On a regular basis

All the time, I never go to the office

Percentage of Time Working Remotely

Male49%

Female51%

Gender

h

i

Base: All respondents (1,000)s1 -- What is your gender? (not including those who said prefer not to answer base: 998)s2 -- How old are you?;s4 -- Do you work in the technology industry? *note data has been weighted to previous year’s proportionss6 -- What percentage of your work time is spent working remotely (meaning outside the office)?

Significantlyhigherthan2016Significantlylower than2016i

h

h


Email Usage



Frequency of checking email


27%

43%

11%

12%

7%

Frequency of checking work email outside of normal work hours

Base: All respondents (1,000)q1 -- While at work, how often do you typically check your personal email in a given day?q2 -- Outside of normal work hours, how often do you check your work email in a given day?

(D) (E)

20% 34% D

48% E 39%

12% 11%

13% 11%

7% 6%

8% 12% D

51% 55%

16% 13%

17% 14%

8% 6%

10%

53%

15%

16%

7%

Frequency of checking personal email while at work

Never

Every fewhours

Every hour

Multiple times per hour

Constantly

18 to 24

25 to 34 35+

(A) (B) (C)

Checkingwork email

outside of work hours

Never 19% 27% 28%

Every few hours 50% 39% 44%

Every hour 13% 16% C 10%

Multiple times per hour 13% 13% 11%

Constantly 5% 6% 7%

Checking personal

email while at work

Never 5% 5% 12% AB

Every few hours 62% 54% 52%

Every hour 17% 16% 14%

Multiple times per hour 13% 20% 15%

Constantly 4% 5% 7%

§ Many respondents check their work and personal email at least every few hours.

§ That said, fewer respondents are checking their email at all than in 2016, with females being more likely than males to never check their email.

h

i


h

h

i

h


Frequency of checking email


§ Almost three-quarters of respondents feel they check their email as often as they should, up from 2016.

21%

74%

5%

I check way too often, and should really cut down

I check my email as often as I should

I don't check my email enough, and should really do a better job of staying on top of it

Frequency of email checking in general

Base: All respondents (1,000)q3 -- How would you characterize your frequency of email checking in general?

(D) (E)

19% 22%

76% 72%

4% 6%

18to24 25to34 35+

(A) (B) (C)

28% 24% 19%

70% 70% 76%

2% 6% 5%


h

i

h


Time spent checking email


42%

19%

16%

11%

12%

(D) (E)

46% E 38%

19% 18%

13% 19% D

11% 10%

10% 14% D

60% E 52%

18% 20%

10% 16% D

7% 5%

4% 7%

56%

19%

13%

6%

6%

1 hour or less

>1 hour to 2 hours

>2 hours to 4 hours

>4 hours to 6 hours

More than 6 hours

18 to 24

25 to 34 35+

(A) (B) (C)

Work Email

1 hour or less 32% 35% 45% AB

>1 hour to 2 hours 20% 18% 19%

>2 hours to 4 hours 20% 22% C 14%

>4 hours to 6 hours 13% 12% 10%

More than 6 hours 15% 14% 11%

Personal Email

1 hour or less 51% 49% 58% B

>1 hour to 2 hours 17% 23% 18%

>2 hours to 4 hours 15% 17% 12%

>4 hours to 6 hours 10% 7% 6%

More than 6 hours 7% 4% 6%

hh

Mean number of hours:

3.0i

Mean number of

hours: 2.0 i

i

Total number of hours per weekday you spend checking…

(49%)

(20%)

(13%)

(8%)

(10%)

(2.5)

(38%)

(18%)

(16%)

(13%)

(15%)

(3.4)

Red numbers = 2016

§ Respondents are spending less time checking emails in 2017 compared to 2016, with males and those 35 or older being the most likely to spend one hour or less. This may be driven by a number of characteristics mentioned in subsequent slides.


h

Base: All respondents (1,000)q4a -- Please estimate the total number of hours and minutes per weekday you spend checking your work emailq4b -- Please estimate the total number of hours and minutes per weekday you spend checking your personal email*Note only hours are shown, minutes are not included in this result.

Personal emailWork email


Frequency of checking work email before work


§ Part of the reason that respondents are checking their email less is that fewer are checking their email while still in bed (with younger respondents be most likely to check while in bed). Additionally, older individuals are most likely to wait until they get to the office to check email.

30%

34%

12%

23%

I check my email while still in bed

I check email as I'm getting ready, eating breakfast or having coffee

I check my email as I'm about to leave the house or on my commute into the office

I don't check email until I get into the office

Length of time before checking email after you wake up on a work day

Base: All respondents (1,000)q5 -- It's a workday, and you've just woken up. How long does it typically take you to check your work or personal email after you wake up?

(D) (E)

26% 34% D

35% 33%

15% E 9%

24% 23%

18to24 25to34 35+

(A) (B) (C)

45% C 46% C 24%

31% 31% 36%

10% 8% 14% B

14% 15% 27% AB

i


h


Checking work email while on vacation


§ Over one third of respondents (primarily female) continue to say they never check their work emails while on vacation.

38%

19%

25%

14%

3%

Never

Rarely

Occasionally

Frequently

Constantly

Frequency of checking work emails on vacation

Base: All respondents (1,000)q26 -- While on vacation, how often do you check your work email?

(D) (E)

32% 44% D

18% 20%

31% E 20%

16% 13%

3% 3%

18to24 25to34 35+

(A) (B) (C)

31% 35% 40%

21% 19% 18%

27% 27% 25%

19% 16% 14%

2% 4% 3%


h


Checking emails in various situations


§ Younger respondents (those 18 to 34) are more likely to check their email in a number of different situations compared to older respondents.

64%55%

43%42%

40%33%

31%23%

17%11%

6%4%

9%

While watching TV/movie

While in bed

While on vacation

While commuting to/from work

While walking

While on the phone

While in the bathroom

During a meal with others

While in a face-to-face conversation

While working out

While at a formal ceremony

While driving

None

Situations where email has been checked in the past month

Base: All respondents (1,000)q10 -- In the last month, during which situations have you checked your email? (Multi-response)

(D) (E)

59% 69% D

46% 64% D

43% 43%

41% 43%

38% 41%

29% 36% D

30% 33%

21% 25%

15% 19%

11% 10%

6% 5%

4% 4%

10% 8%

18to24 25to34 35+

(A) (B) (C)

72% 62% 64%

69% C 74% C 48%

45% 38% 45%

56% C 45% 39%

50% C 50% C 36%

43% C 42% C 29%

47% C 41% C 27%

35% C 29% C 20%

26% C 27% C 13%

18% C 13% 9%

13% C 7% 5%

7% 3% 4%

6% 3% 11% B

i


h


Devices for checking emails


§ Smartphones continue to be the most commonly used device for checking emails, especially for younger individuals (less than 35 years old).

§ Compared to last year, fewer respondents are checking emails on computers or tablets.

79%

70%

31%

3%

0%

Smartphone

Desktop/Laptop

Tablet

Smartwatch

Other (e.g., car display)

Devices used to regularly check email

Base: All respondents (1,000)q7 -- On which of the following devices do you regularly check email? (Multi-response)

(D) (E)

79% 78%

74% E 66%

33% 29%

3% 4%

0% 0%

18to24 25to34 35+

(A) (B) (C)

92% C 89% C 74%

60% 64% 73% AB

16% 28% A 34% A

3% 5% 3%

0% 0% 0%

i


h

i


57%

35%

7%

0%

0%

Primary device for checking emails


Base: All respondents (1,000)q7a -- What is your primary device type for checking work email?q7b -- What is your primary device type for checking personal email?

(D) (E)

58% 56%

34% 36%

7% 7%

0% 0%

0% 0%

40% E 27%

49% 61% D

11% 12%

0% 0%

0% 0%

33%

55%

11%

0%

0%

Desktop/Laptop

Smartphone

Tablet

Smartwatch

Other

18 to 24

25 to 34 35+

(A) (B) (C)

Work Email

Desktop/Laptop 45% 48% 61% AB

Smartphone 52% C 47% C 30%

Tablet 3% 4% 9% AB

Smartwatch 0% 1% 0%

Other 0% 0% 0%

Personal Email

Desktop/Laptop 13% 18% 40% AB

Smartphone 83% C 77% C 46%

Tablet 4% 4% 14% AB

Smartwatch 0% 1% 0%

Other 0% 0% 0%

§ Most respondents continue to check their work emails on computers, with older (35 years old or older) being most likely to do so.

§ Smartphones are still most commonly used to check personal email, particularly for those aged 18 to 34.

Primary device type for checking…


h



Opening emails


7%

4%

10%

11%

16%

52%

(D) (E)

6% 8%

5% 4%

11% 8%

12% 9%

16% 16%

49% 55% D

10% 10%

10% 12%

21% 26%

26% E 21%

12% 12%

21% 20%

10%

11%

23%

23%

12%

20%

0-20%

21-40%

41-60%

61-80%

81-99%

100%

18 to 24

25 to 34 35+

(A) (B) (C)

Work Email

0-20% 7% 6% 7%

21-40% 7% 7% 3%

41-60% 12% 13% 8%

61-80% 11% 13% 10%

81-99% 5% 12% A 19% AB

100% 58% 48% 53%

Personal Email

0-20% 11% 11% 9%

21-40% 18% C 16% C 9%

41-60% 32% C 30% C 20%

61-80% 18% 20% 25%

81-99% 10% 5% 14% B

100% 12% 17% 22% A

§ Work emails are more likely than personal emails to be opened, with nearly half of respondents (and over half of females) saying they open 100% of their work emails.

Mean % of emails opened:

82%

Mean % of emails opened:

66%

Total number of received emails opened

Base: All respondents (1,000)q39a -- What percentage of emails received do you open?



Reading emails


6%

4%

12%

14%

18%

46%

(D) (E)

6% 6%

3% 4%

14% E 10%

15% 13%

17% 18%

44% 49%

9% 11%

10% 13%

24% 24%

21% 21%

11% 11%

25% 21%

10%

11%

24%

21%

11%

23%

0-20%

21-40%

41-60%

61-80%

81-99%

100%

18 to 24

25 to 34 35+

(A) (B) (C)

Work Email

0-20% 6% 7% 6%

21-40% 9% 4% 3%

41-60% 12% 14% 12%

61-80% 13% 17% 13%

81-99% 22% 18% 17%

100% 38% 40% 49% AB

Personal Email

0-20% 12% 14% C 8%

21-40% 17% 15% C 9%

41-60% 33% C 29% C 22%

61-80% 23% 21% 21%

81-99% 5% 8% 12% A

100% 10% 14% 27% AB

Mean % of emails read:

81%

Mean % of emails

read: 66%

Total number of received opened emails read

Base: All respondents (1,000)q39b -- Of those emails you open, what percentage do you actually read?


§ Opened work emails are also more likely than opened personal emails to be read.

§ Nearly half of respondents (particularly those 35 years old or older) read 100% of the work emails that they open.


Emotion when checking email


48%

16%

13%

12%

10%

(D) (E)

52% E 45%

16% 16%

13% 13%

10% 14%

8% 12%

49% 48%

12% 9%

35% 37%

1% 4% D

3% 2%

48%

11%

36%

3%

2%

Indifference

Accomplished

Excitement

Anxiety

Dread or guilt

18 to 24

25 to 34 35+

(A) (B) (C)

Work email

Indifference 39% 43% 51% AB

Accomplished 14% 10% 19% B

Excitement 17% 20% C 11%

Anxiety 21% C 16% C 10%

Dread or guilt 9% 11% 10%

Personal email

Indifference 44% 44% 50%

Accomplished 5% 7% 12% AB

Excitement 36% 42% C 35%

Anxiety 8% C 5% C 1%

Dread or guilt 7% 2% 2%

§ Nearly half of respondents (particularly males and those 35 years old or older) feel indifferencewhen checking either work or personal email.

§ Excitement is the second most common emotion when checking personal email.

Emotion when checking…

Base: All respondents (1,000)q38 -- Which emotion do you most often feel when you check your?



NET Increasing

27%

25%

Future use of email


Base: All respondents (1,000)q9a -- Looking ahead at the next two years, which best describes how you see your use of work email changing?q9b -- Looking ahead at the next two years, which best describes how you see your use of personal email changing?

(D) (E)

14% 10%

62% 60%

24% 30%

10% 9%

66% 66%

24% 26%

18 to 24

25 to 34 35+

(A) (B) (C)

Work Email

NET Decreasing 18% 11% 12%

Staying the same 45% 57% 64% A

NET Increasing 37% C 32% C 24%

Personal Email

NET Decreasing 20% BC 8% 9%

Staying the same 50% 62% 69% A

NET Increasing 30% 31% C 23%

§ Most respondents expect their work and personal email use to remain the same over the next two years, especially among older respondents (35 years old or older).

5%

1%

7%

8%

61%

66%

20%

21%

7%

4%

Work email

Personal email

Decreasing substantially Decreasing a little

Staying the same Increasing a little

Increasing substantially

h

i


h


38%

27%

27%

26%

Relieving

It's borderline OCD

Amazing!

Impossible

Reactions to the idea of “inbox-zero”

18 to 24

25 to 34 35+

(A) (B) (C)

Getting to ‘index-zero’: 53% 46% 46%

Reactions to the idea of

‘index-zero’

Relieving 46% 38% 37%

It's borderline OCD 27% 26% 28%

Amazing 33% 33% C 24%

Impossible 21% 25% 27%

No, 53% Yes, 47%

Getting to “inbox-zero”

Reaction to “inbox-zero”


§ Nearly half of respondents (primarily males) get to “inbox-zero”.

§ Two-fifths feel that reaching “inbox-zero” is relieving. The next most common emotion among those 18 to 34 is amazement,while the next most common emotion among those 35+ is that it’s borderline OCD.

(D) (E)

50% E 43%

38% 38%

30% 25%

23% 30% D

25% 27%

Base: All respondents (1,000)q48 -- Getting to “inbox zero” is defined as acting on every email as it comes in to move it out of your inbox immediately (delete, respond, or delegate). Is that something you currently do?q49 -- What is your reaction to the idea of “inbox zero”'


Work Communication in General



Current communication preference


§ Email followed by face-to-face conversations and phone calls are the most commonly used methods for communicating with colleagues.

83%

70%

67%

37%

17%

16%

10%

1%

Email

Face-to-face conversations/in-person meetings

Phone

Instant messaging

Video conferencing or video chat

File sharing service

Enterprise social network

Other

Communication methods with colleagues at work used regularly

Base: All respondents (1,000)q40 -- Today, which of the following communication methods do you use regularly to interact with colleagues at work? (multi)

(D) (E)

83% 83%

68% 72%

72% E 62%

35% 39%

19% E 15%

17% 15%

9% 10%

0% 2% D

18to24 25to34 35+

(A) (B) (C)

71% 80% 85% A

64% 64% 72% B

61% 58% 70% B

53% C 48% C 32%

13% 17% 17%

18% 22% C 14%

13% 16% C 8%

1% 1% 1%


Current communication preference


§ The preference for face-to-face conversations with colleagues has increased over the past year and this remains the preferred communication method with colleagues.

43%

31%

13%

8%

2%

2%

1%

1%


Email

Phone

Instant messaging




Other

Preferred method of communication with work colleagues

Base: All respondents (1,000)q17 -- Today, how do you prefer to communicate with your work colleagues?

(D) (E)

42% 43%

29% 32%

16% E 9%

6% 10% D

3% 2%

2% 2%

2% 1%

1% 1%

18to24 25to34 35+

(A) (B) (C)

36% 29% 47% AB

21% 37% A 30%

14% 11% 13%

23% BC 10% C 6%

2% 6% C 1%

3% 4% 1%

1% 3% 1%

0% 0% 1% AB

h

i


h


Company’s primary communication tools


§ Half of respondents mentioned that email is their company’s primary communication tool. Face-to-face conversations is the second more used primary communication tool mentioned by about a fifth of respondents.

51%

21%

14%

8%

3%

3%

1%

Email


Phone

Instant messaging



Other

Your company’s primary communication tool

Base: All respondents (1,000)q41 -- What is your company's primary communication tool?

(D) (E)

51% 52%

22% 20%

13% 14%

8% 7%

2% 4%

3% 2%

1% 0%

18to24 25to34 35+

(A) (B) (C)

51% 49% 52%

13% 17% 23% AB

14% 16% 13%

19% BC 8% 6%

1% 7% AC 3%

2% 4% 2%

0% 0% 1% AB


Communication tool for a quick question


§ For quick questions for a colleague, respondents are quite split on which communication method they would use: nearly equal mounts would use email, phone, or a face-to-face conversation.

§ However, email is the most preferred among those 25 or older.

30%

26%

26%

11%

4%

3%

1%

Email

Phone


Instant messaging



Other

Communication method likely to use

Base: All respondents (1,000)q42 -- Which of the following communication methods are you most likely to use to communicate with a work colleague about a quick question?

(D) (E)

28% 31%

29% 24%

26% 26%

9% 12%

5% 3%

3% 3%

1% 1%

18to24 25to34 35+

(A) (B) (C)

16% 34% A 30% A

29% 19% 28% B

26% 23% 27%

20% C 13% 9%

3% 6% 4%

5% 6% C 1%

0% 0% 1% AB


Most appropriate communication method for different interactions


§ For nearly all discussions shown below, email and face-to-face conversations are considered the most appropriate communication methods.

§ In general, face-to-face communication becomes more appropriate as the nature of the topic becomes more serious.

Base: All respondents (1,000)q45 -- Which of the following would you consider the most appropriate communication method for:

58%

49%

39%

35%

32%

27%

16%

18%

35%

41%

22%

41%

43%

70%

7%

4%

7%

25%

15%

20%

7%

7%

5%

4%

13%

5%

5%

2%

5%

4%A status update on a project

Delivering feedback

Suggesting a new approach or idea

A brief question

Asking for help on a big project

Alerting your boss of an important issue

Quitting your job

Most appropriate communication method for…

Email Face-to-face conversations/in-person meetingsPhone Instant messagingVideo conferencing or video chat Enterprise social networkFile sharing service

*Age and gender splits are shown in the appendix


Email Innovation and Marketing



Email improvements


§ Email experiences have been most improved by stronger spam filters and improved mobile viewing.

§ That said, one quarter of respondents (particularly those 35 or older) say that nothing has improved their email experience.

23%

18%

13%

11%

5%

3%

26%

Stronger spam filters

Improved mobile viewing

Better email design

Filtering

Smart auto-replies

Voice assistants responding to emails for me

None

Which of the following has most improved your email experience in the last few years?

Base: All respondents (1,000)q43 -- Which of the following has most improved your email experience in the last few years?

(D) (E)

23% 24%

18% 19%

13% 12%

11% 12%

5% 4%

4% 3%

26% 27%

18to24 25to34 35+

(A) (B) (C)

24% 18% 25% B

15% 30% AC 15%

15% 13% 12%

23% BC 10% 10%

8% 5% 4%

5% 5% 3%

10% 19% A 30% AB


Most innovative communication method


§ Instant messaging followed by email are seen as the communication methods that has innovated the most over the past five years.

31%

23%

18%

13%

9%

6%

Instant messaging

Email



Phone


Communication method has innovated the most over the last five years

Base: All respondents (1,000)q46 -- Which of the following communications methods has innovated the most over the last five years?

(D) (E)

29% 33%

22% 24%

20% E 15%

13% 13%

9% 8%

6% 7%

18to24 25to34 35+

(A) (B) (C)

37% 33% 30%

20% 21% 24%

7% 13% 21% AB

15% 12% 13%

15% 12% C 7%

6% 9% 6%


Brand contact


§ Almost two-thirds of respondents prefer to be contacted by brands via email.

§ Direct mail is the next most preferred method of contact mentioned by only 16%.

65%

16%

5%

5%

4%

4%

1%

Email

Direct mail

Social media channels

The brand's mobile app

Phone call

Text message/SMS

Chatbots*

Preferred method of contact by brands

* Chatbots was a new level in 2017.Base: All respondents (1,000)q37 -- When it comes to receiving offers from marketers, how do you prefer to be contacted by brands?

(D) (E)

62% 67%

17% 16%

6% 5%

4% 5%

6% E 3%

4% 3%

2% 1%

18to24 25to34 35+

(A) (B) (C)

64% 57% 67% B

7% 14% 18% A

8% 9% C 4%

9% 9% C 3%

5% 3% 4%

5% 5% 3%

1% 3% 1%

i


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Changing marketing emails


§ Respondents would prefer that marketing emails were less about promotions and provided more information. This is especially true for those 35 years old or older.

39%

29%

14%

8%

6%

4%

Make them less about promotion and more about providing me information

Content that's better personalized to my interests

Ability to make a purchase without leaving an email

More engaging content like embedded videos and images

Incorporate more content from actual product/service users

Other

If you could change one thing about the emails you get from brands what would it be?

Base: All respondents (1,000)q44 -- If you could change one thing about the emails you get from brands what would it be?

(D) (E)

41% 36%

24% 34% D

13% 14%

9% 7%

7% 5%

5% 4%

18to24 25to34 35+

(A) (B) (C)

34% 31% 41% B

23% 34% A 29%

17% 14% 13%

20% BC 10% 6%

6% 9% 5%

1% 2% 5% AB


Marketing emails and the purchase process


§ However, when it comes to the purchase process, marketing emails from brands provide about one third (females in particular) with incentives to purchase.

35%

25%

21%

19%

Giving me additional incentives to purchase (discount code, free shipping, etc.)

Making me aware of a brand I wasn't familiar with

Helping me select between products I'm considering

Reminding me of a purchase I need to make

When it comes to the marketing emails you receive from brands, what role does email typically play in your purchase process? (D) (E)

29% 41% D

27% 23%

22% 20%

22% E 16%

18to24 25to34 35+

(A) (B) (C)

43% 35% 34%

19% 22% 27%

15% 20% 22%

23% 23% 17%

Base: All respondents (1,000)q47 -- When it comes to the marketing emails you receive from brands, what role does email typically play in your purchase process?


25%

31%

Work (Mean)

Personal (Mean)

% of email offers interested in enough to open

Interest in opening email offers


§ Over the past year, more email offers to both work and personal email accounts were interesting enough to open.

Base: All respondents (1,000)q32_a – Work emails: Of the email offers you receive from brands each day, what percentage are you interested in enough to open?q32_b – Personal emails: Of the email offers you receive from brands each day, what percentage are you interested in enough to open?

(D) (E)

25% 24%

31% 30%

18to24 25to34 35+

(A) (B) (C)

28% 27% 23%

34% 33% 30%h

h


h


Annoying things when reading email from a brand on a smartphone


§ Respondents are split when asked what the most annoying aspect of reading emails is on smartphones: between 14% and 22% mentioned one of not being optimized for mobile, having to scroll too much, too much text, the font being too small, or having to wait for images to load as the most annoying.

22%

21%

16%

15%

14%

5%

2%

4%

Not optimized for mobile

Have to scroll too much

Too much text

Font size is too small

Have to wait for images to load

Unattractive design*

Lack of video

Other

Most annoying thing when reading email from a brand on a smartphone

* Unattractive design was a new level in 2017.Base: All respondents (1,000)q33 -- What's the most annoying thing when reading email from a brand on your smartphone?

(D) (E)

22% 23%

19% 23%

17% 15%

15% 15%

13% 16%

7% 4%

3% 2%

5% 3%

18to24 25to34 35+

(A) (B) (C)

26% 21% 22%

13% 21% 21% A

20% 17% 15%

12% 11% 17% B

12% 16% 14%

11% C 9% C 4%

7% 3% 2%

0% 2% A 5% AB


h


Most annoying thing when receiving an email offer from a marketer


§ More than in 2016, one half of respondents (and more than half of females) find being emailed too often by a marketer as the most annoying when receiving email offers.

50%27%

23%22%

16%14%

12%7%6%

2%6%

Getting emailed too often by a brand

Emails that are too wordy/poorly written

An email urging me to buy a product or service I've already purchased

An offer that makes it clear that the marketers data about me is wrong

Too much personalization, where it is creepy

Poor design

Too little or no personalization

Emails that don't include a buy button to facilitate purchase

Emails without video or images

Other

None of the above make email annoying/intrusive

Most annoying thing when receiving an email offer from a marketer

Base: All respondents (1,000)q34 -- When you receive an email offer from a marketer, which of the following is most annoying? (Multi-response: select up to 3)

(D) (E)

44% 56% D

27% 26%

23% 22%

20% 24%

15% 17%

16% 12%

13% 12%

8% 6%

7% 6%

3% E 1%

7% 5%

18to24 25to34 35+

(A) (B) (C)

52% 48% 51%

23% 28% 27%

21% 22% 23%

17% 20% 23%

20% 15% 16%

13% 20% C 13%

11% 18% C 11%

16% C 7% 5%

4% 11% AC 5%

0% 1% 2% A

7% 4% 6%

i


h

h


Frequency of brand emails


§ Few respondents mentioned that they would like to receive daily emails from their bank, favorite retail brand, telecom provider, or restaurant. Rather, respondents (particularly those 35 or older) mostly prefer monthly emails.

Base: All respondents (1,000)q50 -- What is your desired email frequency for brands you care about?

10%

8%

7%

7%

34%

40%

19%

33%

56%

52%

74%

61%

Your bank

Favorite retail brand

Your telecom provider

Your favorite restaurant

Daily Weekly Monthly

(D) (E)

11% 10%

36% 32%

53% 58%

9% 8%

38% 42%

53% 50%

9% E 5%

22% E 17%

69% 78% D

8% 5%

34% 31%

58% 64%

18 to 24 25 to 34 35+

(A) (B) (C)

Your bank

Daily 16% 14% 9%

Weekly 43% C 39% 31%

Monthly 41% 48% 60% AB

Favorite retail brand

Daily 8% 11% 8%

Weekly 54% C 46% C 37%


Your telecom provider

Daily 10% 12% C 5%

Weekly 26% 24% C 17%


Your favorite restaurant

Daily 14% C 12% C 4%

Weekly 37% 38% C 30%



Interest in brand communication


§ Over three-fifths of respondents are most interested in receiving special offers and promotions from brands that they are interested in. This is especially true for those 35 years old or older and for females.

61%

18%

14%

7%

Special offers and promotions

Account alerts

Tips and tricks to use /get the most out of the products/services

How actual users are using the products/services

Most interested in receiving from brand

Base: All respondents (1,000)q51 -- For the brands you care about, which of following are you most interested in getting from them?

(D) (E)

58% 65% D

19% 17%

14% 13%

9% E 5%

18to24 25to34 35+

(A) (B) (C)

55% 55% 64% B

18% 19% 17%

14% 16% 13%

13% C 10% C 6%


Importance of customized communication from brands


§ Customization of emails from brands is of medium to high importance, across all age groups and both genders.

10% 8% 36% 30% 16%

How important is it that brands customize their communication with you as an individual?

Low importance 2 3 4 High importance

Base: All respondents (1,000)q52 -- On the following scale, how important is it that brands customize their communication with you as an individual?

(D) (E)

12% E 8%

10% 7%

37% 35%

27% 32%

15% 18%

18to24 25to34 35+

(A) (B) (C)

Low importance 7% 6% 11% B

2 15% 8% 7%

3 37% 32% 37%

4 27% 35% 29%

High Importance 14% 18% 16%


Frustrating lack of personalization in emails


§ Almost one third of respondents say receiving recommendations that do not match their interest is the most frustrating way emails lack personalization.

§ One fifth (and more than a quarter of females) feel that including expired offers is the most frustrating lack of personalization in brand emails.

32%

22%

18%

15%

12%

Recommending items that do not match your interests

Including offers that have already expired

Misspelling your name

Sending you promotions for things you've already purchased

Sending an offer not appropriate to the season or your location

The most frustrating way brands lack personalization in your emails (D) (E)

33% 31%

18% 27% D

20% 17%

17% 14%

12% 11%

18to24 25to34 35+

(A) (B) (C)

26% 30% 33%

20% 29% C 21%

20% 16% 19%

21% B 11% 16% B

13% 15% 11%

Base: All respondents (1,000)q53 -- What of the following is the most frustrating way brands lack personalization in their emails?


Appendix



18 to 24 25 to 34 35+

(A) (B) (C) (D) (E)

A status update on a project?

Email 57% 51% 61% B 55% 61%

Face-to-face conversations/in-person meetings 13% 14% 19% 19% 16%

Phone 5% 8% 7% 8% 7%

Instant messaging 13% C 12% C 5% 6% 8%

Video conferencing or video chat 2% 7% C 2% 4% 2%

Enterprise social network 5% 2% 2% 2% 2%

File sharing service 6% 6% 3% 5% 3%

Delivering feedback?

Email 50% 44% 50% 46% 52% DFace-to-face conversations/in-person

meetings 29% 32% 37% 36% 34%

Phone 6% 5% 4% 6% E 3%

Instant messaging 5% 8% C 4% 4% 5%

Video conferencing or video chat 3% 4% 1% 3% 1%







18 to 24 25 to 34 35+

(A) (B) (C) (D) (E)

Suggesting a new approach or idea?

Email 33% 37% 41% 37% 41%


Phone 9% 6% 8% 9% E 6%

Instant messaging 7% 7% C 3% 3% 5% D


Enterprise social network 4% 4% C 1% 3% 2%


A brief question?

Email 22% 35% A 36% A 33% 36%


Phone 21% 20% 27% B 27% 23%

Instant messaging 26% C 16% 11% 12% 14%








18 to 24 25 to 34 35+

(A) (B) (C) (D) (E)

Asking for help on a big project?

Email 29% 33% 32% 29% 36% DFace-to-face conversations/in-person

meetings 42% B 29% 44% B 40% 41%

Phone 11% 18% 15% 18% E 12%

Instant messaging 11% C 11% C 3% 5% 6%




Alerting your boss of an important issue?

Email 29% 24% 28% 29% 26%

Face-to-face conversations/in-person meetings 37% 42% 44% 40% 46% D

Phone 21% 18% 21% 21% 20%

Instant messaging 7% 6% 4% 5% 4%

Video conferencing or video chat 0% 2% A 0% 1% 1%

Enterprise social network 1% 6% AC 1% 2% 2%






18 to 24 25 to 34 35+

(A) (B) (C) (D) (E)

Quitting your job?

Email 13% 18% 16% 15% 17%

Face-to-face conversations/in-person meetings 65% 63% 72% B 68% 71%

Phone 8% 5% 7% 8% 6%

Instant messaging 6% 4% 2% 3% 2%







ryan dietzen | marketing insights & operations (mio) · like to receive monthly emails from...

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