8% Don’t Send Emails, Never Have
On Monday, Sen. Lindsey Graham (R-S.C.) highlighted a segment of the American population many, including marketers, didn't realize existed—the 8 percent of online adults who don't send emails. On Tuesday, a few of his senate colleagues chimed in to say that they, too, don't send emails. So how can marketers reach this segment?
Offline marketing comes to mind but, again, the group that includes Graham is online. So before getting into the tips about how to reach this segment, marketers may want to look more closely at the Pew Research Center statistics published on the Web in August 2011.
The most frequent email users are college graduates (96 percent) and those who earn more than $75,000 a year (97 percent).
The least frequent users are high school dropouts (90 percent) and Americans who earn less than $30,000 (86 percent).
But, again, these are online adults.
Lindsey Graham has never used email, but has an active Twitter account? What email address did he use to register?
— David Waldman (@KagroX) March 11, 2015
So how can marketers reach them?
1. Search. Surprisingly, search provides a 1 percent edge among top earners and 4 percent at the bottom end, with 98 percent and 90 percent adoption rates, respectively, according to Pew.
2. Phone. After all, Pew conducted the research via landline and cell phone interviews.
3. Social Media. The above tweet has a point, because Twitter requires a user to sign up with an email address. However, sometimes leaders delegate social posting to staffers. Another option is hacking, which makes it possible to create these accounts, according to "Make Fake FB Account in 1 Min Without Mobile and Email." [Editor's note: I haven't tried this advice, and the post does warn, "Do not use this trick for any illegal purpose [sic]."]