Study: Marketers Can Benefit as Email Remains Cornerstone of Workplace Culture

A new study released by Adobe on Aug. 26 shows that marketers can still gain from email campaigns as Americans continue to heavily rely on email despite the popularity of other digital channels, like social media.

“There’s tremendous opportunity for marketers who perfect their email tactics,” Kristin Naragon, Adobe’s director of email solutions, wrote on the Adobe blog. “Fifty-eight percent of our respondents say that email is their preferred way to be contacted by a brand.”

The Adobe campaign team surveyed 400 U.S.-based workers and also determined that 70 percent check their email while watching TV, 52 percent do so in bed, and 50 percent check it on vacation.

However, the researchers noted that one-third of respondents said they would like to receive less repetitive emails from marketers. They also stated that they want marketing emails to be less intrusive. The authors of the report say that this is a sign that marketers need to make better use of data to personalize their campaigns.

Finding Potential in Big Data

A report published by Adobe and Ecoconsultancy recently showed that the majority of B2B marketers believe customer experience, personalization and big data hold the biggest potential over the next five years.

About 22 percent claimed that customer experience has the greatest opportunity. This was followed by personalization (16 percent), and then big data (13 percent).

“With the pace of change in digital marketing, fueled by the expectation of B2B prospects for consumer-like experiences, one might surmise that B2B marketers will be pressured to pivot their focus to customer experience and personalization in the very near-term,” wrote Jill Steinhour, director of high-tech strategy at Adobe, on the Adobe Digital Marketing blog.