Email Marketing Insights

Now more than ever it is important to reach consumers on the channels where they’re most actively engaged. In order to give brands insight into sentiment around email marketing, this week we asked our audience whether they are checking their personal email more or less often since the start of the pandemic, and which devices they typically use to access their inbox. We also explore what kinds of email messages Americans prefer to receive from brands, and the actions they’ve taken after receiving a promotional email in the past six months. 

September 16, 2020

How often have you been checking your personal email during the COVID-19 pandemic?

37% of U.S. consumers have been checking their email more often than usual during the pandemic, compared to only 12% checking less often.

A circle graph comparing if consumers behaviour towards email during the pandemic

Gender Divides

Women (39%) are more likely than men (34%) to check their email more frequently.

A bar graph comparing how frequently women vs men are checking their personal email during the pandemic

Generational Divides

Millennials and Gen Xers are more likely than other generations to check their email more often during the pandemic. Compared to other generations, Gen Zers are checking their email least often.

A bar graph comparing how often each generation reports checking their personal email during the pandemic

Which device do you use most often to check your personal email?

Most consumers are checking email on their smartphones (81%) followed by laptop and desktop computers (10%) and tablets (8%).

8% of consumers check their email on a tablet device
81% of consumers report checking their email on a smartphone

Millennials and Gen Xers are most likely to check their email on their smartphones. Compared to other age groups, The Silent Generation is most likely to open emails on a laptop or desktop computer. Gen Zers are more likely than millennials to access their email on a computer screen.

What kinds of email messages do you prefer to receive from brands?

46% of consumers are looking for deals and promotions, followed by shipment updates (16%) and account alerts (10%).

A circle graph comparing the types of emails consumers prefer receiving

Gender Divides

Women are more likely than men to value deals and promotions.

A bar graph comparing what types of email women vs men are on the lookout for

Generational Divides

Compared to other generations, Gen Xers are most likely to value deals and promotions (50%) and least likely to value shipment updates (12%).

A bar graph comparing each generation appreciates receiving via email from brands

How often do you find the marketing emails you receive from a brand to be useful?

42% of U.S. consumers find marketing emails from a brand to be useful either some or all of the time.

A circle graph comparing how often comsumers find marketing emails from brands to be.

Compared to other generations, Gen Zers and The Silent Generation are most likely to find promotional emails useful.

A bar graph comparing how often each generation finds marketing emails to be useful

What actions have you taken after receiving a promotional email from a brand in the past 6 months?

Many promotional emails (45%) go with no immediate action. 20% of consumers have visited a brand’s website and 12% have made a purchase after receiving a promotional email.

A circle graph comparing what actions consumers have taken after receiving a promotional email

Baby boomers are least likely to visit a store after receiving a promotional email (9%), while Gen Zers (16%) are most likely to do so. Promotional emails go without immediate action most often among Gen Xers (48%).

A bar graph comparing what actions each generation reported doing after receiving a promotional email.

See what other insights we've gathered to date

2020 Holiday Shopping Season

See Results

FAQs

How is this data collected?

‘Fluent Pulse’ reflects a daily online survey collected across Fluent’s portfolio of owned & operated websites.

Who is the audience?

Fluent attracts a massive audience across its network of owned media properties. While all segments of the US population are represented, the below are our most prevalent demographic skews:

Demographic Attribute Over Penetrated Among
Age

Median: 38

61% between the age of 18 & 44

Gender 50/50 Male/Female
Education High School Degree or Some College
Homeownership 61% Renters
Households with Children 42% of Audience

How many people were surveyed?

On average, 150,000 – 175,000 consumers respond daily.

Is the data weighted?

No, but representative of the overall Fluent Audience.

How do you protect consumers data privacy?

All responses related to this survey are anonymized; only survey responses will be disclosed. At no point will consumer’s personal information will ever be disclosed.

What was your methodology?

Data has been collected from U.S. adults on a daily or weekly basis, dependent upon topic, since March 10, 2020. All data is sourced from Fluent’s portfolio of owned and operated media properties. Results are specific to the Fluent audience and not reflective of the general U.S. population.

The data presented on this site does not reflect the official opinion, policy or position of Fluent, Inc. This research is only meant to inform and illustrate, as an example, the rich data assets Fluent can derive insights from to drive in-market strategies.