Wednesday, August 26, 2015

Tabula Rosa Systems Blog Of 8/26/2015 - Email Is Now An Addiction

AUG 26, 2015 @ 10:18 AM
Adobe Study Finds Email Is An Addiction
We all complain about it, threaten to shut it down and not look at it for it consumes countless hours with questionable productivity benefits. I’m talking about our electronic tether to work as well as the most convenient form of social escapism from the physical world – email.
I have this game I play once a week, build a storyline by stringing together the headings of spam emails. Is it the story about beautiful Russian women fighting to save the world from coming to an end because a special scientist has been jailed for revealing NASA’s secret for curing hearing loss and is being tortured with certain physical non-performance? Or is it a story about how to spice up life with an extra-marital affair? Oh right, that story is already taken by Josh Duggar.
Not good use of my time you say. For a white collar worker it’s entertaining while standing in the TSA line. Like it or not we are addicted to email.
Adobe Systems released the results from their latest email survey that included 400 interviews with U.S. white collar workers and Adobe’s Digital Index (ADI) which analyzed 17 billion visits coming from email. The study highlights are:
·         People are guilty of checking email in awkward locations or times
·         Email marketers need to do a better job to improve conversion rates
Study respondents estimate they spend 6.3 hours each weekday checking their email. 3.2 hours spent checking work email and 3.1 hours checking personal email. Nine in 10 respondents check work email outside of work as well as check their personal email while at work. Thirty percent check their email in the morning while still in bed.  Clearly, FOMO (fear of missing out) is an affliction regardless of age and not just reserved for teenagers.
Americans most commonly check their emails while:
·         Watching TV/movies (70%)
·         In bed (52%)
·         On vacation (50%)
·         On the phone (43%)
·         In the bathroom (42%)
·         Driving (18%)
If you’re a millennial, those stats go way up.  And email shows no signs of going away with 47% of respondents expect their use of email will increase over the next five years.  It is one of the preferred communication and collaboration methods at work because it’s perceived as efficient and an easy way to share content.
This is fabulous news if you’re an email marketer.  You have a captive audience but consumers find it annoying to have to scroll to read the entire email (28%) or wait for images to load (21%). Interestingly, consumers want to see fewer emails (39%), less repetitive emails as well as less annoying or intrusive (32%) ones. I would be thrilled with less email from brands that I don’t buy from and who got my name from a “partner.”
Email that is more personalized (and not just using my first name or truncating it to “Christ”) and contextually relevant to me and my habits are key to increasing conversion.  Just because I’m a boomer female that lives in California and drives a Prius doesn’t mean I want weekly emails that share the local produce purchased by various “hot” eateries in Palo Alto, CA.  That doesn’t help me.  The study found that 34% of respondents have had to “create a new email address or switch email providers due to an overwhelming amount of spam.”   If you’re in tech, that percentage is 53%.
The Adobe study found that retail websites drive the most web traffic from email when they are sent to customers who actually want them and receive them in the morning, while still in bed, or during working hours. Adobe ADI cites that “local visitors, who spend more and convert at higher rates, are twice as likely to come from email as from the average channel” assuming the email was sent to their mobile device.
The obsession with email is driving an increasing number of people to go through email detox. Four in 10 have “tried a self-imposed email detox, at an average success rate of 87% lasing on average five days.”   My best email detox was a two week vacation in Bora-Bora where the data plan was massively expensive.  Know what I learned? The world didn’t end and if it was really important, the person will email you again as I checked my email right after the plane’s wheels touched down in LAX.
Special Bulletin - My just released book
, "You're Hired. Super Charge Your Email Skills in 60 Minutes! (And Get That Job...) is now on sales at 

Landing your next job has as much to do with getting your email opened and read as it does with your qualifications.  Job searches don’t work the way they used to. Employers use email to weed out job candidates as they search for the perfect match.  Crafting effective, professional messages could make all the difference in securing your next position.
It’s all about the email.  If your email is not opened and read, you can’t get to the next phase of getting your dream job!  Read this book and in just 60 minutes you’ll know how to write better email. Learn to compose emails effectively and soon you’ll hear those magic words:  “You’re Hired!”
“Being able to provide candidates with tips for using email more effectively in their job search, is something our MRINetwork recruiters truly value. This edition of Netiquette IQ provides a self-evaluative approach to improving email communication at every level… It offers recruiters a reference guide for ensuring candidates present themselves in the best manner when communicating with clients. The power of these best practices is measurable, especially when top clients land Impact Players.” Scott Bass, Director of Marketing and Communications, MRINetwork® EXPERTS IN GLOBAL SEARCH

Paul Babicki is the founder and president of Tabula Rosa Systems (, a company that sells network, security, email filtering as well as email grammar, tone and content software. Paul’s first book is “Netiquette IQ A Comprehensive Guide to Improve, Enhance and Add Power to Your Email.” Check out his popular blog at (


  Great Netiquette To All!


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In addition to this blog, Netiquette IQ has a website with great assets which are being added to on a regular basis. I have authored the premiere book on Netiquette, “Netiquette IQ - A Comprehensive Guide to Improve, Enhance and Add Power to Your Email". . You can view my profile, reviews of the book and content excerpts at:

 If you would like to listen to experts in all aspects of Netiquette and communication, try my radio show on BlogtalkRadio  Additionally, I provide content for an online newsletter via I have also established Netiquette discussion groups with Linkedin and Yahoo.  I am also a member of the International Business Etiquette and Protocol Group and Minding Manners among others. Further, I regularly consult for the Gerson Lehrman Group, a worldwide network of subject matter experts and have been a contributor to numerous blogs and publications. 

Lastly, I am the founder and president of Tabula Rosa Systems, a company that provides “best of breed” products for network, security and system management and services. Tabula Rosa has a new blog and Twitter site which offers great IT product information for virtually anyone.

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