Email Versus Social

As websites like Twitter, Facebook, and LinkedIn continue to expand their reach in the corporate world, much attention has been paid to the idea that social media is the game-changer businesses have been waiting for. However, a closer look at the statistics regarding e-mail versus social media reveals a very different story.

Recent studies have shown that, although gradually increasing in number, social media posts make up less than 0.5% of the amount of emails sent each day. By the year 2016, the number of e-mail accounts across the world is expected to top 4 billion. That’s almost four times as many accounts as Twitter and Facebook combined. Likewise, email ads are outperforming social media ads across the board. In 2011 the average return from e-mail marketing was $40 for every $1 invested, which is nothing to sneeze at.

While at least 94% of all Internet users send and receive e-mail, the majority of the world’s e-mail traffic comes from business accounts. It is projected that within three years business-related e-mail traffic will reach a staggering 143 billion messages per day. Numbers like this illustrate the fact that, even though it may appear to have taken a backseat to social media, e-mail is still the clear choice when it comes to in-house communication.

So despite the fact that it’s being touted as the next big thing, take social media’s swagger with a grain of salt. Just because e-mail is no longer the trendy new fixation amongst Internet users, that does not mean it has lost any of its luster. E-mail remains the number one form of business communication for good reason; despite having been around for decades, it still offers a huge amount of potential to unlock. Although it may not be receiving the same volume of coverage as social media, e-mail is increasing in power, speed, and intuitiveness every day. Whoever said you can’t teach an old dog new tricks clearly was not a very resourceful teacher.