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Study Debunks E-Mail Overload Myths
Many of us who work in the online industry receive a great deal of e-mail, and sometimes we assume that everyone else does, too. However, a new study by the
Pew Internet & American Life Project
found just the opposite.
In fact, the results of the survey are encouraging for business-to-business marketers using e-mail to reach prospects and customers.
The study focused on how people use e-mail at work and found:
- 62% of all employed Americans have Internet access and use e-mail
- 60% of those who use e-mail receive 10 or fewer messages per day
- 6% receive more than 50 messages per day
- 52% say that most of the e-mail they receive is essential to their work
- 71% say that very little of the e-mail received is spam
In general, the study found that most workers have a positive attitude about e-mail and do not feel overwhelmed by the amount of e-mail they receive.
This means there is a significant opportunity for B-to-B marketers to increase their e-mail marketing activities.
For most marketers this means starting a monthly
e-mail newsletter
that can grow the relationship with prospects to the point where a salesperson is needed.
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