Millennials have come of age in the digital world, so email marketers have done a lot of hand-wringing about Millennials' inbox habits.
Email marketers' thinking has gone along the lines of, "Well, who would want to use a stuffy old inbox when there are flashy social alternatives instead?"
As it turns out, just about everyone.
Research shows that email is the most common digital activity among Millennials.
Not only that, email is the No. 1 way millennials want to keep in touch with companies, according to research from the Principal Financial Group.
That percentage probably isn't really a surprise to companies, but the fact is that there's a lot of time—and resources—being wasted on social media channels that could be better spent on email marketing.
It can all be blamed on one thing: FOMO.