The State of Email

For the fourth year, Adobe surveyed 1,000 office workers about their email habits and feelings about the communication vehicle.

The State of EmailAccording to an Aug. 28 Associations Now article, the survey found:

  • People are more likely to read work email (39% said they read all of work emails) versus personal emails (17% said they read them all).
  • The feeling generated by email — both work and personal — is indifference (reported by more than 40%). For women and respondents over the age of 35, that percentage was even higher.
  • What annoys recipients? Phrases such as “Not sure if you saw my last email …,” “Per our conversation” and “Sorry for the double email.”
  • Email recipients had the following complaints about reading email on a smartphone: excessive scrolling (20%), waiting for images to load (18%), an excess amount of text (17%), small font size (17%) and lack of mobile optimization (16%).
  • In the realm of marketing emails, respondents said they wanted emails focused more on information and less on promotion (39%) and wanted personalized content (27%).
  • But email does work. Marketing messages gave 37% of respondents the incentive to buy, and 27% said marketing messages made them more aware of previously unknown brands.

“The key finding is that brand engagement on email must take place on the consumer’s terms,” said Kristin Naragon, director of product marketing for Adobe Campaign.