E-mail still rules the Internet roost

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.

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2 responses to “E-mail still rules the Internet roost

  1. I’m working on a new service called SwingVine.com that is in closed Beta that relates a bit to this post.

    SwingVine lets users review music, movies, books, fashion, and wines and share these reviews with others in their social network.

    One of our key features is that we provide people automated email updates on new content that their friends have reviewed or checked out. We think this feature is helpful because (1) it provides this information in email so people can peruse it effortlessly without going to the website; and (2) the content is more qualified because it comes from friends.

    If you’re interested, you can check the site out at swingvine.com and let me know you think. Just request an account on the landing page and I’ll get you setup)

  2. Pingback: B2B email best practices in 2009 « Training Marketer

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