Work emails have better open rates but a lack of personalisation is holding marketers back

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 03, 2019, 7:30 AM UTC

According to an Adobe survey, work emails have an open rate of 80%.

This piece states that consumers spend about five hours of their day checking their work email, three hours more than personal emails. With an 80% open rate, targeting work emails can help marketers drive better engagement rates.

Despite 56% of consumers preferring work emails for offers, only one-quarter of them find both personal and work emails compelling enough to open. Consumers mention the lack of personalisation and excessive brand emails as the reason for this apathy.

Almost 48% of consumers avoid work emails outside of work, with only 15% of consumers checking them while travelling. Sarah Kennedy, Adobe’s VP of global marketing, says “Understanding when and where individuals are more likely to open an email communication from a brand is key in getting open and engagement rates up.”

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