Email may not be the most preferred channel for hearing from brands. But once people sign up, they will tolerate a fair amount of it, judging by The Path To Email Engagement in 2021, a study by Pathwire.
Among email users, 63.3% check their emails at least twice a day and 25.4% more than five times a day.
Moreover, 51.% check their Gmail promotions tab daily, and 28.7% once a week. And 37.3% look at their spam folders once a day.
In general, 78.5% want to hear from brands at least once a week, and 51.9% add that they hope to hear from them more than once a week.
But here’s how consumers most like to hear from brands:
Contrary to what you might think, people in their 50s and 60s check their email more often than younger consumers.
And oddly, 41% of married people or those with domestic partners check email two to five times a day, versus 34.4% of singles and/or those who never married.
In addition, 26.8% of married people check more than five times a day, compared to 23% of singles.
What prompts people to open emails? For 43.6%, content personalized to their interests is very important, and for 39.7% it is somewhat so.
Less compelling is when the email includes a time-sensitive offer — 32.9% deem that very important, and 44.2% agree somewhat.
And 38.4% rate discounts promised in subject lines as a prime factor, with 42.7% saying they are somewhat in agreement.
The remainder in each case says that these motivators are not important or that they don’t care.
Of the consumers polled, 27.6% have one email address, 43.1% have two, 29.5% three, 4.9% four and 5% five or more. And 31.7% have a dedicated email address for promotional emails.
Gmail has the largest market share by far, as shown by this ranking:
But it depends on the country. Gmail is favored by 76.3% in the U.S., and Yahoo by 14.2%. In the UK, Gmail has a 58.9% share and Outlook 30.6%.
Gmail has a smaller share in Germany — 52.9%, with Web.de second at 12.6%.
Here’s when people check their emails, globally:
When asked to name the apps they use to check emails, consumers responded as follows:
Pathwire surveyed 2,000 consumers worldwide.