For Adobe, email is still a king.
The marketing tech giant is out this week with a new survey showing email’s enduring appeal across generations, as well as some updated features to email in its Marketing Cloud’s Campaign tool.
The survey, based on responses from over 1,000 white-collar workers in the US, found that consumers spend a phenomenal average of 5.4 hours each weekday checking emails.
In a blog post, Campaign’s Director of Product Marketing Kristin Naragon crowed on behalf of email:
All of this suggests that, even though politicians and entertainers embrace staccato communication bursts, most consumers still prefer longer form, more intimate email messages when we reach out to colleagues, friends and family.
And it’s not just the older crowd. The survey found that it is “just as sticky with [consumers aged 18 to 34] as with consumers overall.”
In fact, the younger crowd appears to be better at it. Sixty-six percent of them claim to regularly reach the nirvana of Inbox Zero, that rare and blissful state when all emails in an inbox are either filed or deleted.
Adobe also announced a few new email-related features or soon-to-be features in Campaign, which also handles marketing campaigns for direct mail, mobile/SMS, landing pages and custom channels like ATMs.
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