Adventures in Mobile Marketing

The Demise of Email

This is the third time I’ve written about the death of email- and anyone who blogs in this space is all too familiar with the claims (oddly by those not in the know). Basically: email is about as dead as your social security number, your physical address, or HTML. WSJ, never quite hip to stuff tech, is scared and from their vantage, I can see that it’s a wild world of web2.0, nay 3.0 marketing out there, it’s confusing and bewildering. But have no fear, email will always be used, until something more dependable and better comes along, and, more importantly, is trusted by an evergrowing base of users.

I agree that the usage of email is shifting. More and more people are using email as a notification service, not as a message carrier. “Oh I got a note on Facebook.” or, “Oh I should visit my bill pay site.” Could other technical tools do this? Sure. But it’s not about what’s technically available to the consumer, but what they trust. More and more demographics- beyond the early adopters- are getting onto email. As many email marketers know, focusing on early adopters (as WSJ is trying to do, 3 years too late) only opens up that segment. If you are Apple or Threadless, that’s great. But if you’re selling mutual funds and radial tires, you probably don’t care about the 30-35 geeky male nerd who cycles to work and spends his money as he earns it.

I’ve noticed during the recession, that more businesses have started focusing on their email vendors, departments and employees skilled in these areas, because it is a measurable, dependable marketing channel. Is it the future of tech? Probably not. But that doesn’t mean that it’s not intrinsically enmeshed in the future.

More reading:
Mark Brownlow’s Three Years And Still Going Strong; his comments at the end are great and very useful.
Kristin Gregory over at Bronto does a round-up: Best of the Blogosphere: Embedded Video and the Slow Death of Email
Bob Frady, “Never Trust Anyone Under 30″, I agree in that it says more about the East Coast constantly focusing on high tech as a youth industry (and thus I blame the dot-com bomb on them) but that’s another post.

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Written on Thursday, 15. October 2009 at 15:36 In the category Basics, other_blogs, technology. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

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  1. I love your perspective on things…

    I have to agree that my email usage has gone down since I started to use all those social media tools. When I want to share something I use Facebook and Twitter. Rarely do I send out an email to people saying you got to see this or read this.

    The one thing that these tools do not replace are the things that you can’t trust to anything other than email. Invoicing, account information, password resets, etc.

    I would love to talk with you more about my email campaign efforts sometime. I’m coming back around and recognizing that email is still a very important part of connecting with customers.


    Comment: Peter Chee – 21. October 2009 @ 10:54 am

  2. [...] The demise of email par Anna Billstrom, CRM consultant [...]

    Pingback: L’email n’est pas mort, l’email change… « le webmarketing de Gwenola Toulemonde – 27. October 2009 @ 10:15 am

  3. Hi.

    Even though I work for a Email Marketing firm. I can see the logic in your post. I do believe that the day to day emailing between friends or family has dropped dramatically. However, we have seen a increase in the number of businesses and brands looking to Email Marketing as a measurable communication tool.

    As companies focus more attention to Social Media as a marketing tool, we as a email marketing tool strive to integrate with this movement so that the tool marketing area can intertwine rather than compete.

    It was a pleasure reading your post, and I look forward to future editions.

    Mick Griffin

    Comment: Mick Griffin – 04. November 2009 @ 4:32 am

  4. [...] The demise of email par Anna Billstrom, CRM consultant [...]

    Pingback: Drivecast #9 Non l'email n'est pas mort ! | I Love web – 05. November 2009 @ 10:46 pm

  5. Really don’t know but I do must agree on some points with you ..after revolution of social media sites emails are getting lame a bit day by day… But though it’s a great way to communicate with lots of people directly…and I think it still remains as an official of business media for communication.

    Comment: Emailsender – 24. December 2009 @ 12:01 am

  6. Email will never die completely. Its use will continue to change as society and email marketing changes but it will never go away completely. Hopefully we will find a way to rid ourselves of spam, but that is a pipe dream.

    Comment: Mikey – 17. June 2010 @ 5:03 pm

  7. [...] have to quote my friend, Anna Billstrom, who wrote on her blog article titled “The Demise of Email“: Anna states, “Basically: email is about as dead as your social security number, your [...]

    Pingback: Email Marketing: What Counts Summer Summit | thinkspace – 09. July 2010 @ 12:38 pm

  8. I agree that the usage of email has gone down by alot in the last few years, but i think email will still be around for a long time. Some of the services/features of emailing are still exclusive to it.

    Comment: SEO Essex – 22. July 2010 @ 2:46 am

  9. I have never emailed friends or family, but do enjoy the features where I get emailed a reminder to visit facebook, twitter or pay a bill.

    However, my email usage for business has not decreased and I can’t see it decreasing in the future, in fact I think it will increase.

    I can understand where you are coming from but I do not think email is dead.

    Comment: Essex SEO – 13. January 2011 @ 7:11 am

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