While e-mail marketers wish everyone had OCECD (Obsessive-Compulsive Email Checking Disorder), consumers indeed check their emails avidly, according to a new study by Mapp Digital.
Nearly all consumers (98%) check emails 3 times a day, the study shows; and over one-fourth (28%) check them 4 to 10 times.
That activity makes e-mail the marketer's trump card—particularly with Millennials—says Mapp Digital's CEO.
"The survey results suggest that this group of consumers are engaging with fewer brands on a more intimate level," says Mike Biwer.
"Millennials and Gen Y are strong audiences for email marketers, but now more than ever, the email marketing experience needs to cater to what they want and how they want it."
The study also shows smartphones are a driving force.
Eight of 10 Millennials (83%) check their emails on smartphones; and 7 of 10 consumers in every age group do so.
