Instant messaging usurps declining email as most innovative brand marketing tool claims Adobe research

less people checking emails

Instant messaging has out-innovated both video and email services in the field of marketing messaging, according to research released by Adobe.

The Consumer Email Report, which involved 1,007 respondents in the US, 1,000 in the UK and 3,028 across Europe, assessed the role of email communications and the platforms threatening its dominance.

Instant messaging was the preferred brand messaging tool for 31% of those in the UK, 28% in the US and 29% across Europe, however the improvement of spam filters rated as the strongest innovation in email across all three groups.

However, almost two thirds of UK recipients (65%) said that they preferred to received brand offers through email, the highest of any region, with 61% stating the same in the US and 63% across Europe. Meanwhile the US was the place that was most interested in receiving special offers and promotions (62%) followed by the UK (61%) and Europe at just over half (51%).

And while smartphones were the primary method for checking personal emails (59% in the US and 48% across Europe), it was found that more people were likely to open their work emails than personal emails across the board.

The number of personal emails going unopened ranged from 40% in the US, to 35% across Europe and 34% in the UK, while the time checking personal emails also falling, with the US down by 36%, by exactly a quarter across Europe and by a fifth in the UK.

Tablet use for checking personal emails was still low, with 11% of the UK most likely to use a tablet to check them, which declined with 8% across Europe and 6% in the US.

Respondents also stated their preference for marketing emails that were less about promotions and more about providing information. Marketing emails also provided over one third of respondents with an added incentive to purchase, which was found to be particularly strong with females.

Stephan Dietrich, vice president for Adobe Campaign, said: “As brands continue to embrace email marketing as a pivotal component to build delightful, holistic experiences, many struggle with meeting customers’ heightened demands. Our new email innovations further cement our leadership in helping enterprises provide well-designed emails that enhance customer relationships, brand awareness and ultimately sales.”

The report was released as Adobe released a number of new additions to its Adobe Campaign email platform.

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Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze and producers Harvey Weinstein and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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