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Fewer UK professionals opening emails compared to last year

Brands are under further pressure to deliver quality messaging, as research has revealed fewer professionals are checking their work and personal emails compared to last year.

The report from Adobe found a quarter of UK workers prefer to wait until they’ve arrived at the office before checking, while the number of people checking their emails in bed has fallen.

Although workers are being more selective as to when they're checking emails, separate research from Return Path found email open rates have doubled in the past five years.

However, the Adobe research did reveal that more than a third of UK professionals are guilty of checking work emails while on holiday.

Better email personalisation and targeting the key to success

The fact fewer workers are checking their emails – even though 65% of respondents said they prefer to be contacted by brands via email – highlights the need for brands to evolve their offering to appease increasing customer expectations.

Research suggests B2B brands need to be even more personalised and targeted to cut through the email marketing chaff, with recent research from Mailjet, which found personalisation was the most influential attribute for click-throughs, supporting this theory.

The Adobe report also suggested UK professionals are putting more effort into achieving a better work/life balance, with workers more inclined to check their emails during working hours.

Separate research from Workfront revealed flexible hours are more of a motivator than bonus packages and unlimited holidays.

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

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