Email Behavior – Anticipate Your Customers in 2018

Date: 
Tuesday, November 14, 2017

Have your email marketing campaigns returned unremarkable results?  Are you constantly testing subject lines and email layouts without much luck? If so, you’re not alone. According to Ascend2, 54% of marketers are making their email engagement rate a top priority. But in order to run a successful campaign, you’ve got to know your audience. By learning when your customers are checking their emails and actually reading them, you can position your marketing campaign for success. Read on for some insight into consumer email behavior.

Sporadic Email Checking  

A lot of people, especially professionals usually have both a business and personal email. When it comes to the frequency with which they check their emails, personal hours and work hours vary. According to a research conducted by Adobe, 51% of respondents checked personal emails during business hours and 44% of them checked their business emails during their free time or outside of work. Only 20% said that they never check business emails outside of working hours and likewise, 10% never check their personal emails during business hours.

Eager Readers

There are some surprising facts about people’s different habits when it comes to checking their emails. 74% of professionals check their business emails before even arriving at their office. Some check it during breakfast, or while commuting to work. 38% of people even check their emails in the midst of their social interactions: 32% check their emails while having dinner with peers, colleagues, or guests and 18% of them check their emails while having a face-to-face conversation with someone.

Location, Location, Location

Although a lot of people check their emails during their leisure or while outside of their workplace, a lot of them still spend plenty of time checking it in their offices since desktops and laptops remain as the number one device used for checking work emails. For personal emails, however, studies show that 59% used their smartphones as their primary device for checking emails while only 35% stated that their desktop is still their go-to device.

The Takeaway

People are thoroughly connected to their emails, both work and personal. That means you can reach them on any device – desktop, laptop, tablet, smartphone – so be sure to optimize your emails for each device. When trying out your next email campaign, consider BlueWing HVAC as your multi-channel marketing partner. We’ll help you develop a comprehensive email campaign that will deliver proven results. For more information, please contact us today.

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