Like most business people, e-mail is my primary means of everyday communication with my clients and prospects. It has replaced the telephone as the main tool for communicating.
But, what is the future of e-mail marketing?
My 19 year old son, doesn’t believe e-mail is long for this world. He has an e-mail account, but rarely uses it. Texting is the new contact system in my son’s world.
AWeber Communications recently published an article titled, What do Teens Really Think of E-Mail?
AWeber offered a scholarship to a high school student or an undergraduate student who best described in essay format what they think the future of e-mail marketing was along with some of the other communication technologies that are out there at the present time.
Here’s what they asked specifically: “E-mail is the primary means of communications for over on billion people around the world. However, it has been suggested that younger generations my eschew e-mail in favor of other messaging technologies. Do you agree with that suggestion?”
They received 167 responses and here’s what they said:
- 44% believe e-mail will live on
- 15% think e-mail is dead or dying
- 41% are unsure of e-mails future
- 21% believe they will use e-mail more in the future
- 14% compare e-mail to postal; and feel postal is dead
So, what are my thoughts on this?
First, I believe the sample size is too small to draw any definitive conclusions.
My eyes tell me that most young people – - – my kids and their friends do not use e-mail on a frequent basis. But, I do believe that until a better technology comes on the scene, e-mail will live on as the primary means of communication for business people. With the advent of smart phones, e-mail is more convenient and accessible than ever before.
But, like all technologies, e-mail needs to be managed by the business owner so that the tool doesn’t become a monster. We are very accessible. In the pre-e-mail days, when the phone was the primary method for communication, if you returned a phone message as some point during the day it was received or the next day, you were considered responsive. If you do that in today’s world with e-mail, you may be thought of as not being responsive enough.
I have a standing policy that all phone calls and e-mails will be returned within a 24-hour time frame. (exclusive of spam)
This policy allows me to control the technology and be responsive at the same time.
Now, go take action and get results.