The debate over email’s relevancy in light of the fast paced growth in social networking is louder than ever. Last March, Nielsen Online raised eyebrows when it claimed that social networking has overtaken email in terms of worldwide reach. More recently, the Wall Street Journal published an article announcing the End of the Email Era.
While we must concede that social networking has dramatically changed the way we communicate, connect and share information, I believe email remains king. Here’s why?
Social Networking Actually Increases the Use of Email
Several months after publishing its controversial study, Nielsen reported that the heaviest social media users actually use email more. Despite their initial hypothesis that social networking use would decrease the amount of time we spend in our inbox, the latest Nielsen study proved a direct correlation between an increase in usage of social networks and email. This should come as no surprise; after all, platforms like Facebook and Twitter send a constant flow of email notifications to alert users of new activity in an effort to pull them back into their services. Even social networks recognize that email remains the central communication hub for most users.
Important Messages Are Sent Through Email
In a counter piece to the Wall Street Journal article, InformationWeek’s Rob Preston writes “Email isn’t the dominant medium it once was, but it will remain the workhorse of business communications for one main reason: push.” Preston notes that most users, especially in the work environment, need to be prodded. Spam aside, most of us understand that if someone takes the time to write an email message it is probably important enough to read. On the other hand, IMs, feeds and tweets are typically reserved for informal or less-important messages. Has your boss ever told you to summarize notes from an important meeting in 140-characters or less?
We Have Depended On Email For So Long
Email is the grandfather of web-based communications. Most of us have been using email before the seeds for Facebook and MySpace were planted in the minds of their founders. In fact, the birth of email predates the birth of Mark Zuckerburg by several years. Over the past three decades, email has emerged as the primary communication platform in both the professional and personal arenas. As a result, email is so entrenched in our lives, we can’t ween ourselves off of it even if we tried.
Even Gen Y Values Email Over Social Networks
It would seem to some that this debate crosses into generational divides: old folks prefer email and the kids are all about Facebook. However, most studies suggest that even younger users depend on email over social networks. Most recently, the IDM published a study suggesting that Gen Y users would be more reluctant to give up email over social networks.
There Is A Place For Both Email And Social Networks
It is not a question of either-or. New online communication channels are not competing for finite market share, but rather new innovations are actually expanding the pie–increasing our overall usage of online communication technologies. I email just as much, if not more, even though I use Twitter, Facebook, LinkedIn, Skype and IM every day. However, each technology serves a different function. I email important messages to both friends and business contacts. I use Facebook and Twitter to keep up with friends and share stories. And I use Skype and other IM tools to have real-time conversations when I don’t feel like picking up the phone.
I am sure this debate will continue for many years. However, to claim that email is a dying technology is both incorrect and myopic. Rather than looking for the death of email, I look forward to innovations in email. Companies like Xobni, Xoopit, Gist, AwayFind, and of course, NutshellMail are making the inbox more social, useful and easier to use.
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This is really a great post, Mark! There’s some great nuggets of wisdom and data to support it. Thanks for sharing.