off Individual Membership
every year you're a member with us
Hurry our offer ends in
New Individual Annual and Monthly members only. Valid until 30th April 2017. This offer is available for the lifespan of your membership, if you choose to cancel your membership this offer will end.
Here's some useful insight for email marketers who are looking to understand changes in the inbox behaviour of consumers. It's a new report from the DMA showing how busy consumers manage their busy inboxes. The research looks at a range of issues including 'ghost' accounts; unsubscribes and in-depth focus on the behaviours of younger consumers, including 'Millennials and what motivates consumers to share their email address.
This is the specific question we'll look at here. The answer is... more than you might think, although as a marketer you may have more than most.The chart shows two is most common which will typically be because people have a work and an inbox email.
The proportion with just one email address is falling with just 23% now with a single address. Those with three or four addresses have increased to 31% from 28% last year. As the DMA observes:
This pattern makes life more difficult for marketers, with consumers using different addresses for different purposes, making a single customer view more difficult.
Here's some more details on the 'why?'. You can see that avoiding junk/spam and having an address specifically for marketing emails are surprisingly common highlighting the need to make your opt-in appeal so powerful that subscribers view you as a trusted brand and provide you with their primary email address.
By Dave Chaffey
Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
Start the discussion on our community and social networks
Recommended Blog Posts
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Landing page examples and best practice advice Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion …..
Amazon’s business strategy and revenue model: A history and 2014 update I’ve used Amazon as a case study in my books for over 10 years now since I think all types of businesses can learn from their digital business strategy. From startups …..