Digital Marketing Researches & Reports

The Inbox Report: Consumer Perceptions of Email, 2018 | Fluent

Email Marketing | USA

Americans are addicted to email, with 3 in 5 Americans expect to use email the same five years from now as they do today. The email also remains a critical tool for marketers to deepen brand connections and generate sales, with more than half (54%) of American consumers use email to interact with brands for questions or resolving customer service issues.

Find out some of the key findings of how Americans view and interact with their emails and their latest behaviors with email.

How Americans Use Their Personal Emails:

  • 40% of Millennials and 33% of Gen Z in the US prefer email as the avenue to receive ads and promotions from brands.
  • 80% of Americans check their email at least once per day, with nearly a quarter of them check their personal email many times a day.
  • Almost 6 out of 10 of American consumers check their personal email on the go and three-quarter of them do so using smartphones.

How Americans Use Their Work Emails:

  • 26% of American consumers have a work email address.
  • 57% use laptop/desktop computer the most to check work emails.
  • Consumer aged 14-34 years are more likely to use smartphones to check emails than consumers aged 35+ (60% & 62%, respectively.

Email Marketing and Americans’ Latest Behaviors With:

  • 26% of American consumers indicated that they’ve visited a brand’s store or website after receiving a promotional email in the 6 months that previous the survey, while 26% have already made a purchase.
  • Half of the respondents who have made a purchase(s) after receiving a promotional email have used smartphones through the mobile website to did so.
  • American consumers are most likely to sign up for email lists from retail sites or deal aggregators thanks to discounts and special offers.
  • More than half (51%) of Americans said they get too many marketing emails, with half of them said they rarely or never open marketing emails.
The Inbox Report: Consumer Perceptions of Email, 2018 | Fluent 1 | Digital Marketing Community

A Graph Shows the Frequency of Checking Personal Emails by Americans in 2018


Data were driven from 2,667 adults in the US (aged 18 and up). The survey was conducted on November 28, 2017.

Fluent, Inc

Fluent (NASDAQ:FLNT) is the trusted acquisition partner for both established and growing brands. Leveraging their proprietary first-party data asset, Fluent creates marketing programs that deliver better digital advertising experiences for consumers and measurable results for advertisers. Fluent was founded in 2010, the company is headquartered in New York City.


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