Email, as we currently know it, was invented in 1971. It is older than the internet by 19 years. In fact, the primary reason the internet was developed was to allow emails to be sent outside one organization’s network to another. Yet, despite all the advances in communications technology over the succeeding years, email remains one of the most effective tools available to marketers.

How can this be? Here are some statistics about email that explains its lasting usefulness:

• According to predictions, there will be 3 billion email users by the end of 2020, and the number of emails sent daily by then will be over 257.7 billion (business and consumer use combined).
• A survey by Adestra found that 68% of teens and 73% of millennials prefer email.
• Respondents to surveys by Econsultancy and Adestra rank email as “good” or “excellent” for ROI.
• Email efforts can be measured within 72 hours, the only channel for which this is true.
• It’s much easier to achieve the “4 rights” (the right audience, at the right time, in the right place, with the right offer) with email, particularly when using advanced list segmentation.
• Email automation can be done easily.
• Emails are no longer just plain text – most email clients now support interactive elements, allowing marketers to send more engaging messages
• A/B testing can be done prior to sending emails, allowing marketers to send out the best version for their campaigns.
• Email is permission-based, which is very important In this day of GDPR and other privacy initiatives.