Why Email Is Still Important in 2021

On 20 Feb., 2021

Email is one of the first services the internet has unearthed.

Why Email Is Still Important in 2021

Email is one of the first services the internet has unearthed. Over the years, it has remained popular, even though other apps have taken precedence in some of its original aspects.

Originally, email was used for instant communication between friends, families and colleagues. Its greatest benefit - the option to send a message to one or more people privately - is still intact. Email was also the first sharing solution, the function that is nowadays largely overlooked, mainly due to attachment size limitations.   

However, even if other apps and tools have replaced certain functions of email, other functions have meanwhile presented themselves.

What email is mostly used for nowadays is email marketing, the cheapest way of advertising for businesses large and small.

Let's take a look into this first, then.


Email Marketing Stats

With an increasing number of people turning to mobile devices, email has, perhaps, become even more convenient. It is easy on the bandwidth (for the most part), widely accessible, and immediately announced via notifications.

That's why email marketing has been continuously shifting towards increased efficiency for mobile device users.

Why, exactly, is email efficient and affordable?

First of all, email lists allow every business to send targeted, segmented campaigns to people potentially interested in their offer. Compare this to posters and similar forms of advertising, which are both expensive and random. Printed materials, TV ads, Google ads, social media ads and newspaper ads, cost an arm and a leg and they are directed towards everyone. Shortly put, they are not nearly as targeted as email marketing campaigns.

You should contemplate the following stats in that light:

  • Targeted email campaigns generate over 75% of the total email revenue

  • Automated email campaigns have 50% conversion rates

  • 77% of marketers use email to send personalized content to subscribers

  • 66% of marketers personalize email campaigns

  • 64% of marketers use mobile-optimized designs for email campaigns

  • Email campaigns are 40 times more successful at acquiring new customers than Facebook and Twitter ads combined

This is but the tip of the iceberg used in illustrative purposes. It clearly illustrates that not only are unique email services still important in 2021, but they are perhaps even more important than ever.

Let’s now take a look at another convenient service email users can enjoy: transactional emails.


Transactional Emails: a Shortcut to a Job Well Done

Transactional emails generate six times more revenue and get eight times more clicks than other message types. In fact, for all the benefits of email marketing, transactional emails have higher engagement rates than marketing emails.

How come?

First of all, the very purpose of a transactional email, as its name portends, is to expedite a transaction that was previously agreed by the client/customer. As such, transactional emails should not be used for advertising. A transactional email should include relevant information only, without promoting the business or its products and services.

Another notable difference between transactional and marketing emails is that for the first there is no unsubscribe option, meaning that the service cannot be canceled. This, in turn, increases the brand’s presence and should not be misused for promotional purposes.

The most common transactional emails include shipping notifications, order confirmations, delivery confirmations, password resets and legal update emails.


Email and Social Media

Social media have become the center of online activity notably because people are, it turns out, narcissists. One of the benefits these services offer is instant messaging, which has partially taken over the first original function of email.

However, the rising concerns about data privacy have resulted in instant messages being less popular than they could have originally been. Because social media is free for everyone, it is only to be expected that they would monetize on the information the users provide to keep remaining free and to earn big bucks from wealthy businesses.

Company communication never takes place via social media. In that regard, email is still preferred. Emails are more convenient in that they allow for message editing (especially important when there are multiple recipients) and can be sent to a string of people while revealing only the sender’s email address.

In the age when a leaked email address equals the disaster of being pestered by telephone marketers, this is a huge benefit.


Email Is Free for Everyone

Email services are free for everyone. While there are some clients that offer professional paid options, for many people, this option is absolutely unneeded. Think in terms of a grandma sending a message to a grandchild studying abroad.

Using the above mentioned example, we’d say that the second great benefit of email is that it is easy to use. Even people who are not so versed in new technologies can understand that clicking on two buttons (“compose” and “send”) is no more complicated than using their telephone (except they have to pay the telephone bill and emails are free).


The Future of Email

Basically, email has retained its original function. Additional benefits - such as attachments - may be limited, but there are now cloud services to compensate for those preferring to send download links and attachments, rather than use other options.

In this age, email services have gradually become the “cheapest,” “most convenient” and “easiest” means to make big bucks by advertising pretty much anything.

Seeing as an increasing number of people are turning to remote work and online businesses, email is not likely to go anywhere. If anything, it is likely to become more sophisticated, gradually adding new cosmetic changes for younger generations.

The first examples of the latter we have already seen. Take Gmail’s interface as an example. There are different inboxes, a myriad of themes, labels, custom folders, and more and more interesting features. Everyone can customize their email experience with ease without really getting any real benefit.

Still, trends are trends. They change over time, so all services wishing to remain relevant (and which one doesn’t?) must keep up… and so must businesses relying on email marketing.

Namely, even free services like email need to make some money for their makers. Thus, we have the social inbox where most marketing emails are likely to be grouped . From the point of view of a business, it is not a good change. It is up to recipients whether they will bother at all to take a peak there.

No matter the advances, one thing is certain - email is here to stay.