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Email still most important marketing channel, but losing momentum

Customers are looking for personalised email content that provides relevant information rather than just special offers

email symbols over a man's hands

Adobe's annual Email Use Survey has revealed that although email is still seen as the most important marketing channel for businesses, it's on the downturn, with fewer professionals checking their business and personal email as thoroughly over the last year compared to 2016.

Email has become less of a commodity - people don't check their email in bed as much, for example, and employees will wait until they get into the office before signing into their account.

Additionally, Adobe revealed spam filtering has improved, meaning marketing emails are more likely to make their way into the junk mail folder than in previous years.

However, the report highlighted the importance of optimising email marketing campaigns for mobile, as 23% of respondents explained this has improved their experience of email over the last few years.

"As brands continue to embrace email marketing as a pivotal component to build delightful, holistic experiences, many struggle with meeting customers' heightened demands," said Stephan Dietrich, vice president of Adobe Campaign.

However, email remains the most important way for brands to contact potential customers, the research explained. 65% of people prefer to be contacted via email, while only 16% want direct mail promoting a company's products and services.

Although 51% of respondents are happy to receive special offers and promotions from brands, 39% said they would like to see emails that are more about providing information rather than being too salesy.

Adobe has now launched Adobe Campaign as part of its Adobe Marketing Cloud, which has been designed to send relevant and personalised emails to customers, using Adobe Sensei to identify a customer's likes and habits.

"Our new email innovations further cement our leadership in helping enterprises provide well-designed emails that enhance customer relationships, brand awareness and ultimately sales," Dietrich said.

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