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 surveillance

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.

Advertisement - Article continues below

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.

Advertisement
Advertisement - Article continues below

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.

Advertisement - Article continues below

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.

Featured Resources

Preparing for long-term remote working after COVID-19

Learn how to safely and securely enable your remote workforce

Download now

Cloud vs on-premise storage: What’s right for you?

Key considerations driving document storage decisions for businesses

Download now

Staying ahead of the game in the world of data

Create successful marketing campaigns by understanding your customers better

Download now

Transforming productivity

Solutions that facilitate work at full speed

Download now
Advertisement

Recommended

Visit/business-strategy/34599/adobe-shuts-down-service-to-venezuela
Business strategy

Adobe shuts down service to Venezuela

9 Oct 2019

Most Popular

Visit/mobile/google-android/356373/over-2-dozen-additional-android-apps-found-stealing-user-data
Google Android

Over two dozen Android apps found stealing user data

7 Jul 2020
Visit/laptops/29190/how-to-find-ram-speed-size-and-type
Laptops

How to find RAM speed, size and type

24 Jun 2020
Visit/cloud/356260/the-road-to-recovery
Sponsored

The road to recovery

30 Jun 2020