When email services for public use came out several decades ago, the world of communication was forever altered. The idea of sending messages electronically was considered to be effective in so many ways that it appeared as if it could never end. And it did not – even though many believe that it could eventually lose its primary function to replace regular post (or snail mail as they refer to it). This theory is mainly based on the introduction of more effective communication tools like chat and social networks. But is it genuinely going downhill? And if yes, then is email marketing doomed?
The Facts
According to a research conducted by a research firm in the US, 62 percent of Internet users are checking or sending emails every day. One would imagine that the majority of young people nowadays only set up an email account so that they can sign up to Facebook or Twitter; however, this isn’t the scenario, according to a different study, which states that people are active on social media still use email. In fact, they’re most likely to open their email every day than those who don’t use social media. For email marketing, Business to Business (B2B) emails had the highest levels in terms of people actually reading their emails, beating out the competition that includes travel, leisure, sports, and music.
Smartphones and tablets The best email friends of smartphones and tablets
It’s difficult to imagine the end of the email, but it has become much easier to use it more frequently than ever before. When the email service became into mobile apps, the praise mainly was from business and corporate users who suddenly were able to access email on the go, which is now a mandatory feature. Google reports that 82 percent of smartphone users access and email on their phones, and Adobe reported that 79% of users are using their phones to send emails more than those who utilize phones for calling. Additionally, Adobe further reported that 71% of purchases are heavily influenced by email from businesses. In spite of instant messages and social media taking every cell phone, it appears that email is viral.
Further details on the business aspect of things
It’s an established fact that spamming has damaged the image that email has worked to protect throughout the years. It’s not pleasant to receive numerous emails that are not from unknown sources. However, intelligent people have come up with a variety of methods to block spam, and (somehow) it’s working. However, the notion of handing out email addresses, like calling cards, is not tarnished. When people speak to salespeople or telemarketers at their office, their response of “send me an email, and I’ll take a look at it” remains the primary indication of interest. They do not give out postal addresses or phone numbers, but they do want it via 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. Although text messages could be considered to be pushy, cold-calling is viewed as intrusive, and email, in its own way, gives the user the ability to reply to messages at the time that suits them. It becomes more personal but, in more ways than one but still remains exclusively business.
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