Adobe is announcing or previewing several new email features this week, as its fourth annual Consumer Email Study shows some movement in consumer attitudes toward digital marketing’s oldest channel.
The survey, also unveiled this week, indicates that email is starting to receive some competition from new channels like chatbots or smartwatches as consumers’ preferred communication method for receiving brand offers. While almost 50 percent still prefer offers via email, that’s about 18 percent less than last year’s survey.
And, although email has been the most popular form of workplace communication in the previous three surveys, for the first time this year, email and face-to-face conversations are tied at 31 percent.
Adobe Campaign Product Marketing Manager Matt Rawding told me that email’s drop appears to be tied to the rising popularity of other forms of workplace communication, like video calls.
But email remains strong as a marketing and communications tool, and Adobe is today unveiling several enhancements on its platform to boost that channel’s efficiency.