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When public email services broke out decades ago, the landscape of communication forever changed. The concept of sending mail electronically was deemed efficient on so many levels that it seemed like it was never going to die. And it didn’t – although some people believe it will eventually lose its main purpose of replacing regular mail (or snail mail, as they now call it), and this theory is mainly based on the advent of more competent communication tools such as chat and social networking. But is email really going downhill? And if so, is email marketing also doomed? The Facts According to a study conducted by a technology market research firm in the US,62% of Internet users check or send emails on a daily basis. And one would think that a lot of young people today only set up email accounts so they can join Facebook or Twitter, but that isn’t the case, at least according to another report, which says people who are using social media still uses email; in fact, they are more likely to check their mails at least four times a day compared to those who aren’t on social media. As for email marketing, Business-to-Business (B2B) emails achieved the highest rates in terms of people actually opening their emails, crushing its competition which includes sports, leisure, travel and music. Smartphones and Tablets: email’s best friends It’s hard to imagine the death of email when it actually became easier to access it more than ever. As soon as email services turned mobile, the applause came mostly from corporate and business people who were suddenly blessed with on-the-go email, a now-imperative feature. Google itself reported that a whopping 82% of smartphone users check and send email with their device, and Adobe declared that 79% of people use their smartphones for email, which is higher than those who use it for calling. Finally, Adobe further reported that 71% of purchasing decisions are most influenced by emails from companies. Even in the midst of instant messaging and social media clogging up every phone out there, email is apparently very much alive. More on the business side of things It’s a known fact that spamming has wounded the reputation that email has been fighting for all these years. There’s nothing pleasant about receiving oodles of unsolicited emails from unwanted sources, but thankfully the geniuses already came up with several tools to filter spam, and (somehow) it works. Still, the idea of giving out email addresses like calling cards remain untarnished. When people talk to telemarketers or salesmen at their office, the response “send me an email and I’ll take a look at it” is still the indicator of interest. They don’t give out phone numbers or mailing addresses, no – they want it thru email. Email does and will continue to exist, especially in marketing, because the format itself allows people to convey messages in an appropriately-worded, adequately-elaborated, and professionally-presented manner that no other medium can best offer. While text messaging could be deemed as pushy and cold-calling as intrusive, email in its own right allows the recipient the freedom to respond to messages at his or her own time. That way it becomes more personal, yet, in more ways than none, still strictly business.
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