Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Oct 20, 2009

New Chart: Email is Social, and itís not Going Anywhere

SUMMARY: When consumers want to share something from the Internet with their friends or family, such as a video, link or article, what methods do they use? While social media is gaining ground on email, the latter still dominates as a sharing tool.
"Is _______ going to put an end to email?" Itís a question we ask every few years when a new technology comes along. RSS sparked the last wave of discussions and, of course, now itís social. Will social media affect email? Definitely. Will it kill the medium? Far from it.

Email is the original opt-in tactic, while social and mobile are newcomers. And email works in tandem with most other tactics to increase engagement, deliver relevant content and build contact databases.

Dispelling the Myth that Social Media is going to Abolish Email
View Chart Online
Click here to see larger, printable version of this chart

In the chart above, we take one view of how email is used to share information, because this activity is so central to social media sites. Email is dominant, even in this regard.

When we look at media use over the last 15 years, we see a pattern of aggregation and adoption rather than replacement. Some media suffer in the exchange, but none are eliminated entirely. More commonly, their uses become more refined.

For example, we may find that Twitter and Facebook gradually reduce our use of email to convey quick messages and content to social groups, but itís far less likely that social media will replace email for commercial transactions, receipts and the like.
See Also:

Comments about this Article

Oct 28, 2009 - seamus walsh of Vazt Global, Inc. says:
So we won't expect email going away in 2010, but I wonder about effectiveness for sales and marketing.

Dec 18, 2009 - Eric Siegmann of Drew Consultants LLC says:
Thanks for the great info. I used it in my blog post at Would love to hear your thoughts on the subject. Cheers

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.