Citing a recent survey McKinsey Consumer Survey, a McKinsey Insights article reported that e-mail is nearly forty (40) times more effective than Facebook and Twitter combined when it comes to acquiring customers. One of the reasons given is that 91 percent of U.S. consumers use email on a daily basis. The article cautions e-mail campaigns to focus not only on the e-mail itself, but also on the message on the landing page where the recipient is directed. Another statistic to consider is that almost 45% of all marketing e-mails are opened on mobile devices. When sending an e-mail, the message should be geared to the intended recipient and not a generalized message for maximum effectiveness.