Research shows that e-mail should not be taking a back seat to other forms of media, even with the rise of Web 2.0 communications. According to a survey from Mediamark Research and Intelligence, e-mail remains the most popular online activity for adults.
Almost three-quarters (74.2%) of all U.S. adults use email, up 5.2% from the fall of 2007.
Other key findings:
- 46% of respondents obtain news online
- 37.2% made an online purchase for personal use
- 11.4% made an online purchase for business use
- 28.3% obtained financial information online
When asked the question, “Is e-mail marketing becoming less important with the rise of Web 2.0 communications?” Ryan Deutsch of StrongMail Systems, in a BtoB Magazine article, responded with this:
Absolutely, positively, not. Now, please keep in mind that I am an e-mail marketer and not a purveyor of social networks, but I feel it is safe to say that as people flock to social networks—blogs, wikis and other Web-based communities—they rely heavily on the e-mail channel to keep them connected to other like-minded members. In fact, as businesspeople and consumers interact with greater frequency via multifaceted Web 2.0 channels, they’re going to expect all their other, legacy communications to follow suit.
E-mail plays a strong role in the success of Web 2.0. When people can’t be logged into their online communities, they use e-mail to stay connected and engaged in their communities.
The takeaway: Even though you may be focusing more on Web 2.0, don’t forget about the power of e-mail.