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Email is very much alive and kicking

Email the peoples choice

Some points to consider

Yes, it is true that around 80% of all email sent worldwide is SPAM, but how much of that SPAM actually reaches a user’s inbox? SPAM filters have become incredibly sophisticated. But it’s important to keep in mind that SPAM won’t go away if people stop using email, it is channel agnostic and will merely follow people to their next choice of messaging channel (and in many cases, it already has.)

Yes, email is an old technology but email is not static – there are regular advancements in this space (Google’s priority inbox, is one of the latest examples.) However, email must continue to innovate to keep pace with additional digital communication channels and I am confident it will.

Email is not dying

Recent stats in a blog published by Royal Pingdom go even further to prove that email is far from dead. Impressive numbers of email users of the world’s largest three webmail services include Yahoo (Yahoo Mail) with 340 million users and Microsoft (Hotmail) with 450 million users (user numbers as per DoubleClick ad planner)

The statistics become even more compelling when coupled with information on how these services contribute to overall website traffic to their Gmail gets 23% of the traffic to Google.com.

  • Hotmail gets 39% of the traffic to Live.com.
  • Yahoo Mail gets 20% of the traffic to Yahoo.com.

What stands out is how large these percentages are in terms of total traffic to each domain. For Google and Microsoft, webmail traffic accounts for the second-highest source in domain traffic and Yahoo Mail contributes more traffic to Yahoo.com than any other single contributor.

If any of these companies chose to discontinue their webmail services, they would suffer financial devastation through the loss of advertising revenue and valuable user behavior statistics. They would also lose the ability to influence user behavior through additional offerings such as Google Buzz.

Email is still the people’s choice

Where does this bring us? Email is still very much alive and kicking! Choice has become the order of the day. People can choose their preferred medium of communication and while it doesn’t pretend to be the best at everything, email delivers on many functions where alternatives just don’t quite make the grade yet.

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Ross Sibbald

Ross Sibbald

Commercial Director, South Africa

Ross is the Commercial Director at Striata for the African region. Ross is focused on leveraging the power of digital communication to achieve the desired results for his clients.

Ross began his career as a lecturer educating the next generation on marketing strategy. He was deputy HOD in the marketing department at the Durban University of Technology and also lectured at private colleges and various Business Schools. Keeping abreast of the market, Ross managed an IMM franchise (3 years) during his tenure as a lecturer.

Before joining Striata, Ross was a partner and director for an online property valuation company. He then joined Striata in 2010 as an Email Marketing Strategist, and was promoted to Head of Email Marketing in 2012. In March 2014, Ross moved to ABSA where he was acting Head: Digital Commercialize. His focus was on managing the various Commercialize teams with the goal of increasing the Bank’s digitally active customer base, increasing online sales via digital channels, driving revenue opportunities across digital channels and taking innovative digital products to market.

In Sept 2015, Ross returned to Striata to head up its newly formed digital communications agency.

Ross holds an Honors degree in Marketing (Technikon Natal).

Read more of Ross' blog posts here or connect with him on the following social channels:

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