You may feel like the world has moved on to newer ways of distributing content online—but the truth is that email is holding its own, especially in the workplace.
And if you put a strong focus on personalization, you might ensure that users stick with it. According to a recent study from Adobe, the average consumer spends about five hours a day checking email—three hours for work email and two hours for personal email. While consumer email checking is on the decline (around 143 minutes per weekday in 2019, down from 162 the prior year), work email is up (209 minutes, compared with 198 the prior year).
But the problem that marketers, including those at associations, will struggle with is the overload element—with email users unable to read every email, let alone hit “Inbox Zero,” the competition is rising, and only a quarter of brand emails are deemed interesting enough to even open.
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