Email is the engine of the social web. According to Radicati, as of 2011, there were 3.1 billion email accounts worldwide – and it is these accounts that are fueling the amazing growth of social networks like Facebook and Twitter. How do people sign-up for a social network? With an email address. How do they receive alerts and communications about those accounts? Via their email address. In fact, the email address is often the only piece of personal contact information social networks (and many other online businesses) have for their customers. When was the last time you received a letter or phone call from Facebook?
Businesses need email for everything. Consumer email habits are changing rapidly as other communication platforms (text, instant message, twitter, etc.) emerge but for businesses email is the only game in town. Email is an absolutely essential tool for both internal and external communications. It is has largely replaced telephones for day-to-day interactions. While other channels, particularly instant messaging are widely used, email remains the “official” channel of global business. The adoption of mobile devices by business professionals has made the use of email that much more essential, with users “plugged-in” 24/7.
Email is the connector between the mobile web and mobile apps. Mobile is the new frontier of communications, outpacing the standard web in growth, access and a slew of other statistics. Yet, the mobile world remains fragmented between mobile web (not great) and mobile apps (very awesome). The ability to communicate with customers and connect with them via email is essential to any all businesses engaged in this new medium. Thirty percent of U.S. mobile users check email using a phone.
Size does matter. Email is the most popular Internet technology by far. With more than 3 billion accounts worldwide, trillions of messages sent each month, users accessing accounts an average of six-times per day – this channel isn’t going anywhere. The reality is that email is more embedded than ever in our daily lives – and there is no other medium that is as open, adaptable, inexpensive and accessible.
Email isn’t dying it’s changing as we change. It is for this reason more than any other that this channel is here to stay. For more information on Leveraging Transactional Email for Marketing Success, download our guide here.