Email has been around for a while now, and it’s done us all proud. The ubiquitous method of communication is so pervasive as a communication method that not having one is even more unusual than not having a telly (brave souls).
It’s difficult to talk about a new communication channel without comparing it to email, and for email to remain relevant it needs to evolve to give consumers what they now expect from digital communication channels.
Mobile email will soon be a thing of the past, it will soon just be email and the notion of mobile email will seem quaint like when people used to talk about “electronic mail”.
The point is that the tide has turned, more smartphones were sold in 2011 than desktops, there is no going back from that point, every bit of research out there shows that more and more people are using non desktop devices to check email.
Our own research shows that tablets and smartphones rarely make up less than 50% of opens.
A couple of major online brands have had to send communications informing users that their data had been comprised, and in one instance it has been confirmed it was a breach at their email marketing service provider.
Just had a “conversation” with our shiny new marketing manager of the benefits of social vs email marketing. Wish I had a tape recorder (doesn’t that sound dated, hmm iPhone anyone?) to hand as I think it encapsulates the position a lot of marketing managers find themselves in...