Why We Love Email

Maribel Muñoz
September 7, 2021

There are many ways to communicate in today’s connected world.   From Instagram stories, to text messages, to video calls... The way you choose to communicate can shape the message you send.   

So which communication channel is best?  It certainly depends on the message you’re sending.  Calling people, sending Slack messages, or doing face-to-face video might be your preferred option on certain occasions. However, from when it was created in the early 1970s to today, email has proven to be consistently effective - especially when it comes to getting work done.

Is email dead?

In short, no. The number of email users is still growing and more than half the world is using email. According to pitchfunnel.com, there are over 300 billion emails being sent every day. 

Additionally, the average email user has 1.75 email accounts. People are using multiple accounts - often one account for work, another for personal use, and a third for when an email is required but you don’t want to give your primary address. 

Email has been around since the early days of the internet and according to Kristin Naragon, former Head of GTM Strategy at Adobe, “email is and will remain a cornerstone of the workplace culture.” But what makes it such a powerful and preferred communication tool?

Email is asynchronous and editable.

When you receive a message, do you feel pressured to answer right away or do you take time to plan your answer? The asynchronous nature of email gives you time to develop a thoughtful answer, in contrast to quick-response modern channels like Facebook Messenger, WhatsApp, or chat. Taking time to craft a thoughtful email means not sending a message that could be misinterpreted, unintentionally offensive, or poorly worded.

Email is an easy platform to review and edit.  Go back to your message as often as needed, to make it more concise, engaging, or effective. Plus, it integrates easily with grammar review tools (Grammarly, Gmail), so you can communicate efficiently and look smarter. 

Emails can present your best self.

Email is a core tool for all of us, as asynchronous work increases. Prepare a thoughtful, comprehensive message at your own pace and showcase your best self. 

Email is creative.

As it has evolved, email has grown to include more than just words. Today, you can easily include screenshots, .gifs, videos, links to backup information, photos, demos, and more. 

Emails today can be creative and engaging.

Email now even has the ability to allow a recipient to take action right in the message.  Leading email experts know how to weave these creative elements together to create an engaging, personalized message that isn’t fully possible in other channels.  

Have you really leaned in to explore the creative space within email?  

Email is accessible.

Do you remember when Google first made email searchable?  Now, it’s a hugely valuable, key feature of email that we can access valuable messages and attachments any time.  We can search, find, and read emails when it is most convenient to us. 

The life-changing magic of search for email.

Although ephemeral posts and stories are certainly entertaining, the ongoing accessibility of email is critical for work and personal organization. 

Additionally, threaded discussions and a historical record of progress are important functions in email that are critical to working in a team. It’s much easier and more productive to read a quick email update than to dig through presentations in document sharing apps like Google Docs, Trello, or Airtable.

Email platforms also work easily on any device, which means we carry our most valuable information (work documents, household bills, shopping receipts, etc.) with us, no matter where we go.

Email today is your own portable, accessible, personal library. 

Email builds connections. 

Because email accounts are so personal, connecting over email feels more personal as well.  Anyone could stumble across your information when they are out browsing YouTube or TikTok. But when someone reaches out to you via email, they’re specifically addressing you in your personal inbox space.

 

Your inbox is your personal space.

Email marketing, in its ideal state, is trying to achieve this personal connection between brands and customers. Using elements of creativity and personalization is critical for email marketing campaigns.  In a 2018 poll done by Adobe, users expressed that they wanted marketing emails to be less promotional and more personalized to their interests.  

Where do marketers fail?  They fail by not building authentic connections in email.  Here are the main reasons people unsubscribe from marketing emails:

  • Receiving emails too often (45% of users)
  • Recommended products not matching their interests (33%)
  • Misspelled names (17%)

Innovation in email continues.  

Despite the arrival of many new communication channels, email has stuck around.  We love how email allows us to be thoughtful, creative, available, and connected.  

And while email remains relevant because of these foundational qualities, it is also always evolving.  Many companies are working on and advocating for the ongoing innovation of email. 

Gated is proud to lead the charge in how we rethink email in an increasingly user-first way.  Join the conversation on LinkedIn about how we are transforming email - for everyone.