Though social media occupies a huge space in modern-day lives, a new study has found emails to be the key communication platform for brands in the 21st century - particularly for the younger generations.
A study conducted by email technology company Adestra found 72 per cent of Australians take email for granted, calling it a ‘fact of life’. The survey of 1200 Australians discovered people of all ages continue to utilise email, despite the social media phenomenon. 65 per cent of millennials stated they need email for everyday life, with only two per cent admitting to rarely using it.
Adestra regional director of email technology Carl Chambers tells AdNews the platform is undervalued by brands and marketers today. “Email is very much undervalued. Businesses are investing in social media and not really looking at the email piece,” he says.
Chambers believes brands need to be aware that email can be as powerful a tool as social media when it comes to business, saying: “Email is the number one channel for brands to be involved in. Snapchat and other platforms are used to communicate with friends and brands need to be careful if they are going to market in those channels. People don’t expect brand messages in that world and you can really lose your audience's trust.”
In terms of the dominating email brands, Gmail has taken over half the Australian market, with Outlook/Hotmail coming in second to hold a one-third share.
Image: @lichipan
