The Email Wars

Just how important is it to get make your email impactful? Well if I just looked at this report alone I would think that getting the attention of the average young person in email is impossible. (80% of them are multi-tasking when using email). But then I look at myself and others around me. I am not “young” and not “old” but in the middle. And in the demo that marketers want in most cases. I have email ADD worse than most and am often asked to stop typing while I am doing anything (or everything) else. I multi-task always and at all times. So does this study concern me? Not really, but it does make me think more about what is going to drive that conversion, sale or brand exposure when placed in the middle of IM, RSS, SMS, Blogs, Social Media, and that damn dog barking outside. (there are more distractions than just the computer you know)

Consider your audience and put yourself in their shoes, or sandals or heels.

Eighty percent of kids and teens juggle multiple media.
By Debra Aho Williamson - Senior Analyst - eMarketer

A new analysis from the Kaiser Family Foundation finds that kids and teens are least likely to ‘multitask’ when they are watching TV or playing videogames. The activity that is most multitasked? E-mail.

When watching TV as a primary activity, young people spend 45% of that time multitasking with other activities, such as eating, doing chores or engaging with other media. When doing computer-related activities, such as looking at Web sites or instant messaging, they are multitasking nearly two-thirds of the time. And when doing e-mail, they are multitasking nearly 80% of the time.

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