Despite the boom in social media and digital ads, email remains one of the most effective ways to reach consumers, according to research from ZeroBounce.

In fact, 93 per cent of people check their inbox daily, with 41 per cent specifically looking for brand discounts, suggesting there is a huge opportunity for businesses to leverage the trend.

For small business owners, the right email marketing strategy can drive engagement, boost sales, and help build lasting customer relationships.

Email habits you need to know

ZeroBounce’s study found that people are glued to their inboxes more than ever. Here are some key takeaways:

• 86 per cent of people have at least three email addresses.
• 42 per cent check their inboxes three to five times a day.
• 35 per cent of respondents spend up to five hours daily managing emails.
• 64 per cent primarily check emails on their mobile devices.
• 60 per cent prefer email for work communication.

It’s clear that email remains an essential touchpoint for brands, offering a direct and reliable way to reach customers.

Newsletters are making a comeback

If you thought newsletters were outdated, think again. The study found that 30 per cent of consumers check their emails primarily for newsletters. That means if your small business isn’t sending valuable, engaging emails, you could be missing out on a key way to connect with your audience.

Liviu Tanase, founder and CEO of ZeroBounce, suggests email is an important tool in the marketer’s arsenal.

“Email is a powerhouse – both in the workplace and in marketing. While social media algorithms change and digital ads fight for attention, email remains a direct, reliable channel for brands to connect with consumers. Our data shows that people actively check their inboxes for brand discounts and newsletters. A relevant email can drive engagement and sales in ways other channels simply can’t.”

How to make your emails count

With so much competition for attention in inboxes, crafting emails that people actually want to open is crucial. Here’s what the research suggests:

• Keep it short: 67 per cent of respondents prefer concise emails.
• Stay relevant:  46 per cent of people open all emails from brands that consistently send relevant messages.
• Don’t spam:  80 per cent of people will mark an email as spam if it ‘looks like spam.’
• Respect inbox space:  43 per cent unsubscribe if they receive emails too often.
• Make it mobile-friendly : With 64 per cent of people checking email on their phones, optimising for mobile is a must.

For small business owners, these insights are gold. Whether you’re sending out a newsletter, a promotional offer, or a customer update, making your emails relevant, concise, and engaging will go a long way in keeping your audience interested.

Email marketing isn’t going anywhere. If anything, it’s becoming more powerful than ever. So if you haven’t been prioritising your email strategy, now’s the time to start.

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