Or, are falling.
Email was, just a short time ago, the primary method for marketers to interact with their consumer on a one-on-one basis.
However, recent research has demonstrated that in most age categories, email usage is on the decline.
So what does that mean? It means that email is starting to take a back seat to texting and social networking. Most especially in the youngest age categories. Instead of kids being cool for having an email address (10 years ago), now they are cool for NOT having one. Email is the new tin-can-with-a-string. And one thing that we know about young people is that over time they get older and move into the primary purchasing age categories.
With the convergence of social networking and the mobile environment (watch for a post on this soon), it means that marketers need to be going mobile.