Email marketing seems like a dying medium, but is it? A recent study from Adobe found Americans are addicted to email checking it often and often in places you wouldn't think.

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%
Over a Decade Serving Email Marketers
CUSTOMERS POWER THEIR EMAIL
WITH ADOBE CAMPAIGN
2001
FIRST EMAIL
60+
BILLIONIN 2014

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Americans are
enamored with and
addicted to email

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People are checking email around the clock
6.3h
3.2h
3.1h
91% 87% 18%

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People are guilty of checking email in awkward locations or times
70% 52% 50% 43% 42% 18%
70% 57%18-34 27%
70% of respondents think
they check their email “as
often as they should”
Only 24% believe they
check email “way too
much”. 69% 32%

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And it’s not
going anywhere.

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Millennials are obsessed
Millennials (ages 18 –
34) are more mobile
and more frequently
check email than other
age groups.
88% 76% 7%33% 45%

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But there’s a
disconnect

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Two-thirds of
marketers are less than
satisfied with their
email marketing efforts
Study Uncovers Recent Email Marketing Challenges
Source: DMA and Adobe Study of 263 email marketers in North America

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Top Challenges for Email Marketers
Automate an entire
email campaign
with multiple
touchpoints
Email-only visibility vs.
360-degree view of
customer interactions
with brand
Ineffective connection
with the other tools
that help inform your
job
51%* 41% 38%
* Percentage of respondents naming this as
their No. 1 challenge Source: DMA and
Adobe Study of 263 email marketers in North
America

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Contextual Email Marketing
Location Preferences Date and Time
Optimize the Email Experience Upon Opening

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The Fork, A TripAdvisor Company
Powers related restaurant
recommendations with Adobe
Target
Remarketing after session
abandonment with Adobe
Campaign
Timing is key: when it’s dinner
time!
Emails retrieve restaurant
recommendations from
Adobe Target

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Improve Engagement by
Increasing Contextual
Messaging
Dynamic
Contextual
Classic
Simple & Useful
IntelligentRemarketing
Location, Date, Time

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Recommendations
Timing is
everything
Mobile is a
must
Start small,
experiment,
test, iterate
Pictures are
worth 1000
words
Less is
more

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