Email isn't dead, or dying. It's thriving, says Adobe

Email marketers rejoice. Despite all the naysayers, email usage at work is surging and consumers still see the communication medium as the best way to be contacted by a brand.
Written by Larry Dignan, Contributor

Time spent checking email increased 17 percent from a year ago among U.S. white-collar workers and expectations for a fast response are increasing, according to a survey by Adobe.

Tech vendors such as Slack are trying to minimize or eradicate the use of email with some progress, but not much. The push to ditch email rhymes with the advance of the so-called paperless society. Paper is still here. So is email.

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For business leaders and marketers the takeaway is obvious: Email as a communication medium still carries a big bang for the buck. Half of respondents prefer to be contacted by brands via email.

According to the Adobe survey:

  • Email in the workplace is becoming less formal and more brief. Seventy percent of respondents say texting has impacted work emails with 37 percent saying emails are more concise and another 20 percent adding that email is less formal.
  • Indeed, 42 percent have used an emoji in a work email (just shoot me now). The thumbs up emoji is most popular.
  • Almost half of respondents want an email response within less than an hour at work. About a fourth of older millennials aged 25 to 34 want a response within minutes.
  • People send 19 work emails on the weekend and read 29 on average.
  • Seventy-nine percent check work email on vacation.
  • Forty-five percent of respondents have attempted an email detox.
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