Email Is the Center of Our Online Experiences

Posted by Stephanie Miller on

Some new data released by the Windows Live/Hotmail team in Redmond illustrates what we all know from our personal experience — that our inbox is the center of the online universe. Well, maybe “center” is too egocentric even for someone who works in email marketing. But it’s certainly a primary starting and ending point!

Data from Microsoft indicates that people make social plans, arrange travel and discuss purchases over email. A few examples:

  • 78 percent of US Hotmail users discuss their social arrangements in Hotmail.
  • 81 percent of US Hotmail female users discuss travel in Hotmail.
  • 76 percent of US Hotmail male users 18 to 35 discuss electronics & gadgets purchases in Hotmail.

We know that email marketing works to keep brands and promotions top of mind. Since this is no secret, we daily battle the clutter in the inbox to nudge out competitors and other marketers — along with personal email and publisher’s newsletters — for precious seconds of subscriber’s time. Subscribers are starting online experiences from the inbox — emphasizing the need to optimize our efforts. What does that mean? The usual suspects: strong subject lines, prominent and relevant calls to action, a cadence and frequency that matches the subscriber’s buying patterns and optimized preview panes.


Popular this Month

 Video in Email: Is It Right For Your Business? (Part 1)

Video in Email: Is It Right For Your Business? (Part 1)

Video in email is nothing new. Marketers have been using some form of video...

Read More

 [New Research] Are These Hidden Metrics Harming Your Deliverability?

[New Research] Are These Hidden Metrics Harming Your Deliverability?

Reaching the inbox is not as simple as hitting send. Once a message is...

Read More

 What Job Is Your Subscriber Hiring Your Email To Do?

What Job Is Your Subscriber Hiring Your Email To Do?

Over the last 16 years, I’ve worked as a product manager, run product...

Read More

Author Image

About Stephanie Miller

Author Archive

Stay up to date

Enter your name and email address below to subscribe to our mailing list.

Your browser is out of date.
For a better Return Path experience, click a link below to get the latest version.