Explore our Email Marketing and Marketing Automation Toolkit

How many email addresses do consumers have and why?

Author's avatar By Dave Chaffey 16 Nov, 2016
Essential Essential topic

Chart of the Day: New consumer research shows why it's important to get into the primary inbox

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.

How many email addresses do consumers have?

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.

How many emails do consumers have

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.

Why do consumers have multiple email addresses?

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.

Reasons for multiple email addresses

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing 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. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

This blog post has been tagged with:

Consumer email inbox behaviour

Recommended Blog Posts