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63% of Europeans say email is most effective marketing channel

Almost two-thirds of European professionals say email is the most effective channel for brands to reach them on, according to research from Adobe.

However, the report also found fewer professionals are checking their work emails compared to 2016, adopting a stricter approach to when and where they access their inbox.

Desktop and laptop are the most commonly used devices for checking work emails, while 48% of respondents preferred checking their personal emails via smartphone.

Encouragingly, 80% of work emails are opened, and of those, 80% are read. This is mirrored by separate research from Return Path, which found email open rates have doubled in the past five years.

Most respondents predicted their email use will remain the same over the next two years.

Separate research from Mailjet revealed personalisation is the attribute most likely to influence marketing email click-through.

The Adobe survey was comprised of responses from 3000 white-collar European professionals.

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