DoubleClick Email Solutions released the results of its sixth annual Consumer Email Study, which found email has become an integral part of the consumer lifestyle.
According to the data, fifty-seven percent of respondents view their work email at work during the day at least occasionally, while almost as many view work emails from home in the evening (55 percent) and on weekends (54 percent).
Almost half of all respondents report owning at least three email accounts.
While ninety-five percent consider one of their addresses to be their primary account, almost three quarters of respondents (72 percent) use a single address for making online purchases.
"This year's study shows that email is firmly entrenched as a critical communications tool for the majority of consumers. For marketers, this presents enormous opportunities, while at the same time requiring a significant degree of sophistication to communicate and interact with consumers on their terms in a mutually beneficial manner. If the marketer can balance these factors, the opportunities for effective email marketing are boundless," says Eric Kirby, general manager of DoubleClick Email Solutions.
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