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You’ve got mail! Did you know that young people are the best in reaching the “Inbox zero” target?


5.4 hours! That’s how much time people spend each day checking their emails at work.

It seems like even if we live in the Social Media era, the email is still the consumers’ preferred communication channel.

These numbers come from Adobe Campaign’s third annual consumer email survey:

  • They checked in with more than 1,000 white-collar workers in the U.S
  • They wanted to find out what’s happening between consumers and their inboxes, and what does that mean for brands [source]

The survey has revealed some great insights about the younger generations: the consumers aged between 18 and 34 seem to be deeply involved in their relationship with the email.


“Younger people are more likely than other age groups to bring their email obsessions into every part of their day – from workouts, to eating with friends and family” Adobe Blog

Other key points from this survey:

  • 20% are frustrated by having to wait for images to load
  • 19% are not happy with having to scroll too much
  • 26% of consumers are checking email first thing in the morning while still in bed, a 28% decrease year over year
  • More people are logging off after work, with 20% “never checking” work email outside of work hours, a 43% increase year over year
  • 28% of consumers age 18-24 peek at their email while working out, compared to 16 percent of consumers overall.
  • 40% are tired of getting hard-sell email messages; however, email offers are preferred to direct mail, mobile apps or social media[source]

  • Checking work emails while on vacation

  • Devices for checking emails

What exactly should you take away from these infos and pics?

Well – carefully crafting a message at the right time with the relevant info could really create a bond with your target.

  • those 26% still checking their emails while still in bed in the morning would probably enjoy receiving some tips for a healthy meal/ beverage/ snack for lunch or a great show to see in the evening.
  • the bad news comes for the B2B senders who drop an email after 6pm. My two cents, it’s not only inefficient, but also kind of intruding. Chances are you won’t get any points.
  • Holidays are not a big taboo any more – people are more relaxed and depending on your inspiration at delivering compelling offers (ideally not about back to school campaigns), chances are conversions will show the effort.


More tips& tricks from Heather Morgan (CEO & Founder @ Salesfolk), our iCEEfest 2017 speaker, in the “How to Write Emails That Rapidly Build Deep Relationships With Customers” video. Check the iCEE.academy for more on this topic and many others.

Daniel Marton


Daniel Marton

After 3 years as a radio reporter (back in 2003), Daniel has experienced some other options that media can offer: 2 years as a special reporter (print), 2 years as a news commentator (tv), 2 years as an editor-in-chief (online) plus another 5 years as an online manager (digital). Since 2016, he is a freelance journalist, delivering documented articles and creative ideas for any kind of media. Ever since then, Daniel joined the iCEE.fest family, as a contributing editor for iCEE.news.

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