Email Still Preferred by Aussie Businesses


When choosing the most effective way to reach Australian business people, it seems we may neglect email at our own peril.

A study by ExactTarget, picked up by Michael Bleby of BRW has found that while social media may be the hot medium, almost three-quarters of Australians check their email first thing each morning, while only 17 per cent check Facebook first, followed by news sites (6 per cent), one’s own website (1 per cent), with Google+ and Twitter ranking last (0.6 per cent and 0.4 per cent respectively).

It appears Australians are not unique in their primary reliance on email. In the UK, 73 per cent of consumers check email first and in the US, it is 58 per cent.

The reliance on email MAY be a generational thing, as among younger users, with most 18-to-24 year-olds reported that they checked social media ahead of email in the morning.  But even within this group, those in full-time employment tended to check email first, reflecting the more formal and busines-like nature of email.

The research also reflects a surprising continued reliance on PCs for accessing messages.  As many as 74 per cent of respondents said they used a PC to read their first online content of the day, with 14 per cent using a mobile phone. A further 7 per cent said they waited until arriving at work or school to do so, and then in the evening, the use of email drops off and social media use increases.

I have found this research to be true in my own business, and have experienced that a targetted and well-written email can be a very effective tool, despite the immediacy and currency of social media.

This research also reinforces a view of mine that email and LinkedIn remain the most powerful connectors for business, while social media remains – more or less – social!

Has this been your experience, too? Write and let me know!


Yours in PR

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