With the rise of social media and other messaging platforms, can email sustain itself in being a dominant platform for effective and efficient communication? Despite the hype, here are 5 Reasons Why Email Will Live Forever.
Although, email is often thought of as obsolete, a 2016 Litmus study confirms that those email obituaries were hugely overrated.
Millennials are the most bullish on email’s future of any age-based demographic.
Need more proof?
Email still functions as a digital passport
Think about how users sign up for any online service today.
Be it a new Facebook account, subscribing to Netflix or signing up for daily updates from the New York Times, a prerequisite for registration is an email address.
Email functions as a primary unique identifier, a digital fingerprint so to speak.
Early email systems could not have predicted the evolution and explosion of human connections.
The plethora of communication options we have today has forced email providers to alter emails functionality.
Changing functionality does not equate to the death of email. Email is still the building block for any online service.
Email’s successful transition to mobile has made it stronger than ever, while all kinds of automation technologies will make it indispensable for any serious marketing effort.
According to some surveys, email marketing is among the most potent strategies for targeting, lead generation, or prospect nurturing.
Marketers predicted that social media would squeeze email out, as well as make it redundant and obsolete, but it turned out that nowadays this old-school method of communication is way more effective and with a significantly higher ROI than any social network.
Despite the rise of instant messengers, email has managed to survive and stay relevant.
Marketing strategies through email are evolving, allowing inboxes to be less cluttered and more focused
Email is the preferred method for users to receive communications from businesses – more so than social media, messaging or phone. 82% of respondents to a 2014 Harris Interactive Study were willing to accept more emails from brands.
However, users want interaction in the way they want it, when they want it, and how they want it.
Marketing strategies, through email, are transforming from a transaction-driven to a relationship-driven approach.
Email providers are beginning to put user experiences at the forefront, developing SPAM filters, for example, to allow users to customize the messages they receive.
Security measures are the next step to restore trust between users and providers
Email has become intensely personal to users.
Users value email as an extension of their personal realm – if their email is threatened, they are threatened.
Therefore, improving privacy and security is essential to maintaining the viability of email.
Security measures are difficult and expensive. However, they have proved to be critical to the development of email and user experiences.
Email providers that deliver tight privacy and security are rewarded with enduring customer trust.
The rise of the cloud has allowed email and collaboration tools to be the most efficient and effective it’s ever been
Cloud integration and cloud-based infrastructure have made user experiences more efficient across the ever-expanding array of devices.
Email no longer has a one-on-one relationship with a device, but can be accessed through many different outlets.
The cloud is transforming the future of email to be more collaborative and lower the costs of ownership.
Any email service of the near future will be natively rooted in cloud architecture, as the advantages are overwhelming positive.
Increased collaboration between companies like MailChimp or similar, and the open source community are resulting in product innovation.
Users demand more from their email providers, and that demand opens doors to engage consumers.
A collaborative approach provides 4 essential outcomes:
– Offers the promise and power to put enterprise-class communication tools in the pocket of the consumer
– Increases security and privacy through the power of collaboration
– Unlocks an enormous latent market for innovation
– This opens the door to email as the digital communications dashboard.
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