Email is going to die. Simple as that.
Or at least, email as we know it is not going to be the default way to communicate.
I’m sure that you all feel the same as me, that there are just too many spam emails flying about. You give your email address to one questionable website online, probably without even realising, and BOOM, 50+ spam emails a day. It’s a major problem for your inbox, and it discourages people to read their emails.
Of course your email client (Gmail, Outlook, Yahoo! Mail, etc) will try and stop these emails by using a junk filter, but plenty of spam emails will end up in your inbox and cause your unread count to grow beyond belief. Tell me, how many unread emails are in your inbox right now? (comment below please)
Now, I’m quite the hypocrite here – I’ve told you that email is dying out, but most of you readers will be reading this because you clicked on an email I sent you. This is email marketing.
The way I see it, there are 3 types of email marketing: Good, questionable, and just plain immoral email marketing.
Good Email Marketing
This is when an email marketer will only email people who want to receive their emails – people who have “opted-in”. An example of this is: I want to be kept up to date on the latest trends in web design, so I have subscribed to eWebDesign‘s emails.
Questionable Email Marketing
If eWebDesign started emailing me with emails which were about fashion design, but not to do with web design, then that would be kind of ok, because I opted-in to their emails. But I only wanted web design related emails, not any other design emails.
Immoral Email Marketing
This would be if eWebDesign sold my information to a third party. The third party would then sell my information off to other email marketers, and all of a sudden, my inbox is full of emails selling some kind of enlargement kit, and fake emails from “my bank”. This is illegal in the USA, but is very difficult to trace. It is legal here in the UK, but very immoral.
Because of the amount of spam, and the amount of unread emails in your inbox, people very often don’t read emails. Our industry average has an open rate of 21.5% and a click rate of a mere 2.8%. That’s just plain ridiculous. Imagine if only 1 in every 5 emails you sent actually got opened!
Gmail has a feature where it not only puts your spam emails in a junk folder, it sorts the rest of them into other folders which are (by default) primary, social, and promotions. I don’t think this is a good thing, because some emails which the reader has asked to receive (example, from eWebDesign) will go into the promotions folder, and how often do you log into Gmail, and say: “I want to read some promotional emails.”?
So those are the disadvantages to email in 2015. Because of spam, you often miss emails from people you want to hear from; friends, family and colleagues, as well as organisations you like. So here’s the big question:
What will we use instead of email?
Your friends and family, probably contact you by texting you or using a service like WhatsApp, Skype or iMessage, and they probably use social networks. Your colleagues probably use some internal communications, such as phone, Skype or email. The organisations you like, are moving towards using social media as their main marketing outlet. For example: customer service.
Email is dying. Accept it now, so that you are not left behind.
I know what the next big form of communication is going to be, it’s…….. (cliff hanger)
To Be Continued!
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