# Consumers still loyal to their email accounts, says DMA

- Link: https://fundraising.co.uk/2018/01/17/consumers-still-loyal-email-accounts-says-dma/
- Published: 2018-01-17T10:37:22+00:00
- Author: Howard Lake

**Email continues to be a reliable method of communication, according to research
by the Direct Marketing Association. Almost all consumers check their personal email
every day, and nearly as many are still using their very first email address.**

 

The latest edition of the Consumer email tracker 2017 report from the DMA reveals
that:

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 * **99%** of consumers check their personal email every day, checking their inboxes
   around **20 times** a day.
 * **83%** still using their ‘first ever’ email address as their main account
 * **59%** say they have never deactivated an email address

 

Of course, consumers have developed tactics for dealing with email volumes, especially
from commercial organisations.

 

 * consumers have on average **two or three** email accounts
 * **44%** of consumers have a specific email address to receive marketing messages

 

## Email volumes

 

The consumers surveyed by the DMA:

 

 * believe they are signed-up to an average of **14** mailing lists on their personal
   accounts
 * use their work accounts to sign-up for just **two** of these. 
 * believe **more than half** of the emails in their inbox are marketing messages

 

The DMA found that consumers feel they receive too much irrelevant content from 
brands via email:

 

 * **53%** of consumers feel they receive too many irrelevant emails from brands
 * **1 in 5** people say they’ve abandoned an email address due to receiving too
   many emails.

 

## What drives trust in emails?

 

What can marketers do to convince consumers and donors that they are handling their
data responsibly? According to the DMA’s research:

 

 * **37%** look for access to a preference centre for updating/removing their details
 * **37%** look for clear privacy policies

 

In addition, the DMA report that “consumers are also more likely to read concise
emails”. 

 

Rachel Aldighieri, MD at the DMA, says: “Engagement is driven by relevant, short
and actionable emails… We know, for instance, consumers are engaging well with simple
emails composed of well-written text and images. The power of the craft of copywriting
should not be underestimated.”

 

You can read the [DMA’s Consumer Email Tracker report 2017](https://dma.org.uk/research/consumer-email-tracker-2017)
although free registration is required. 

 

 

 

## Infographic: the email account

 

![DMA Consumer email tracker 2017 - infographic](https://wfay6x.infiniteuploads.
cloud/2018/01/Consumer-email-tracker-2017-800.jpg)

 

 

 

 * **[Face-to-face requests 34 times more effective than email, research finds](https://fundraising.co.uk/2017/05/12/face-face-requests-34-times-effective-email-research-finds/)(
   12 May 2017)**
 * **[Fundraising Media DNA: email – the channel donors want to hear by](https://fundraising.co.uk/2015/10/28/fundraising-media-dna-email-the-channel-donors-want-to-hear-by/)(
   28 October 2015)**

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