There's Nothing Sexy About Email
I get pitches constantly — that's the nature of this gig — and a recent one for an email infographic caught my eye. The subject line was cute, claiming email looked sexy for its age.
Now don't get me wrong, email is a workhorse. But it's a workhorse that most of us dread, or are addicted to, or dread our addiction to it. Frankly, almost all of us have a complicated relationship with email.
And our inboxes? Talk about unwanted bloat. How many times have you or a colleague cheered triumphantly when reaching Inbox Zero ... just to have a flood of pointless communiqués fly in and muck everything up again?
Sometimes it feels like Email is an overly dressed cougar at the bar, scanning the crowd for some young hottie. But time and time again, Email comes up against Slack, social media, and the countless other mobile messaging apps (those seriously seem to spawn at freakishly high rate).
And well, those other communication forms seem to win out, more than often. Email is what you send to your boss ... to your parents. But in the world of Snapchat, Tinder and WhatsApp, well that's how you're contacting your BFF or weekend hookup.
Bottom line: Don't say Email is hip, fun and sexy because you're trying to say 46 is hip, fun and sexy. We don't need to be told that (duh, it's obvious), and honestly, the comparison falls flat because Email just ISN'T.
Ray Tomlinson may have sent the first email in 1971 (followed by Gary Thuerk sending the first mass marketing email in 1978), but I don't think we're going to find a replacement anytime soon — especially for work purposes. That said, I wonder where our customers are going to be in five years, and how they'll want to be contacted. We're already seeing a shift now with mobile and social ... so what's next?
You tell me marketers! And in the meantime, I'm going to prep for my birthday this week and read a few more hundred emails.