Reports of Email's Death Exaggerated
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While some believe that the rise of Twitter and Facebook has sounded email's death knell, Jordan Cohen, writing at the Pivotal Veracity blog, disagrees. He takes issue with statements like this one from the Wall Street Journal: "Email has had a good run as [the] king of communications. But its reign is over." Cohen counters: "There are at least three mega-trends occurring that indicate email is experiencing a Renaissance; not an apocalypse." Bold words, but he backs them up.
Here are the trends Cohen sees as actually boosting email's strength:
- Participation in social networks is increasing email usage. Sites like Twitter and Facebook rely heavily on email alerts, and conversations begun at the sites often continue through conventional email channels.
- Email functionality is broadening. Advancements will make possible the incorporation of elements like video and JavaScript into everyday emails. "Consumers want richer email," notes Cohen, "and they're going to be getting it in the months and years ahead."
- Smartphones are helping marketers replace costly SMS campaigns with email. By 2013, according to one study Cohen cites, the number of handheld devices with access to email accounts will reach one billion. "This will elevate email to a whole new level of relevancy for marketers and customers alike," he confidently predicts.
The Po!nt: People like having choices. Although social networks will undoubtedly change the way customers communicate, there are many reasons to believe they won't replace email—they'll complement it.
Source: Pivotal Veracity. Read the full post here.
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Comments
The problem here is the definition of e-mail. A mutually accepted definition might solve the problem. I think there are some aspects to be considered in this definition:
First of all, being online or offline is a concern. In my opinion, an e-mail usually is imagined as an offline tool and chatting as an online tool. Secondly, the shape of email is important. It can be different like a formal letter, a comment, a twitt and so on. An email can take all of them. Finally, the place and senders and receivers are important. By defining whether the comments or letters should go to a special inbox or to an opened page or whether they are sent to all people or a person or special friends, the shape of e-mail changes but it is still e-mail.
Therefore, if we refer to the traditional e-mail that is being used these days, I think it is going to be used less. But if we have a general definition, the usage of it is boosting minute by minute.
Email is the ultimate marketing tool. It crosses channels from direct marketing to social media. Promotional emails that encourage recipients to shop are direct marketing. Informational emails encouraging feedback and customer communication are social media.
Companies that use email well find that all of their other marketing performs better. Those who use email as a knee-jerk reaction to slow sales are finding it to not be as effective. Email, like all other tools, works best when handled by a skillful craftsman.